Wild Veggie – Campaign Management
Situation
Otsuka Foods had initially introduced Wild Veggie™, a new vegetable product, to U.S. food brokers and distributors, and now needed to target health-conscious consumers in the marketplace.
Action
O’Neill Communications developed the “Good for Every Body” campaign specifically to target consumers in Florida and California. The premise is that Wild Veggie™ provides fresh taste and nutrition that every body and everybody needs.
The campaign was developed in response to research indicating that all-natural products such as Wild Veggie are popular with all ages, income levels, and ethnic groups. It features a cast of eclectic characters including a young boy in a superhero outfit, a biker dude sporting a “I Heart Wild Veggie” tattoo, a spunky senior lady, and a college coed with an inviting smile. The Every Body campaign was introduced through a new consumer Web site, www.souperdrink.com, and has frequently appeared in print ads, on billboards, and in geo-targeted interactive advertising, primarily in south Florida.
Results
From the launch date, Web hits have been strong and continue to rise. Consumers are eagerly joining the mailing list to receive product information and purchasing incentives. For a complete look at Wild Veggie™’s consumer Web site, check out www.souperdrink.com
