Kozy Shack

Client

Kozy Shack

Year

2011

Type

MEDIA

Building Brand Awareness

 

Challenge

–Raise aided and unaided awareness through a test market effort
–Develop a 3-month campaign with limited budget

Insight

–Women are primary food shoppers within household
–Demographically targeted media provide required reach and frequency to drive brand awareness to a specific demographic
–Long-term Internet advertising raises awareness
–Lifestyle & health focused traditional media serves as building blocks for non-traditional media

Solution

–Develop advertising campaign with traditional media blanketing Tampa DMA with local cable, local TV and local radio
–Non-traditional geo-targeted network internet campaign with competitive and relevant category targeting
–Non-traditional  place-based out of home
–Build foundation for media campaign with traditional niche media: health & lifestyle publications

Results

–Successful campaign rolled out into several other markets

 

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SERVICES PROVIDED

Media Planning & Buying