Graceland Fruit – Campaign Management
Situation
To better meet customer demand for its infused dried fruit and vegetable ingredients, Graceland Fruit embarked on a massive expansion of its Michigan manufacturing operations. An integrated, multi-dimensional campaign was needed to help sell the new capacity.
Action
Working with Graceland’s senior management, O’Neill Communications developed a marketing plan to promote the expanded capacity among the industrial food manufacturing and rebagger markets. The campaign included the reintroducing of Graceland’s infused dried vegetable ingredients and a new cranberry product launch.
The new campaign was launched in 2008 with a major Web site revision, new product photography, and the production of new sales collateral materials. Graceland then implemented an advertising program through targeted industry publications in 2009 and continued exhibiting at IFT and select international trade shows. Graceland’s chief executive officer also met with media and trade press representatives which produced extensive coverage in the press.
Results
By the time Graceland’s new dryer went online in mid-2009, the industry was already buzzing with the news of Graceland’s newly increased capacity and customer service inquiries were on the rise. The advertising campaign successfully directed potential customers to Graceland’s Web site as well as their booth at the IFT trade show. The media tour generated positive attention about Graceland as an economic driver in Michigan, and reinforced their positioning as the world’s largest manufacturer of infused dried fruits and vegetables.
