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A Big Launch for Stonyfield Petite Crème

A retail and media darling, Greek yogurt accounted for nearly half of all yogurt consumed in the U.S. by 2014. But here’s Greek yogurt’s little secret: not everyone likes it! A social audit of consumer conversations about yogurt found many complaining about the tart taste of Greek yogurt. For Stonyfield, the #1 brand of organic yogurt, it was time to stir it up. Enter Stonyfield Petite Crème, Greek yogurt’s new, creamy French cousin.

OUR APPROACH

360PR+ invited consumers, starting with influential food media and bloggers, to #CheatonGreek and discover a new dairy love affair – with Stonyfield Petite Crème. To engage the tastemakers, we treated them to an evening of unadulterated indulgence befitting of Petite Crème’s French heritage. Armed with silver spoons – and blindfolded – editors and bloggers got a first taste of Petite Crème and ate it right up. They also shared their #CheatonGreek moments on social media at a photo booth at the event.

The “morning after,” 360PR+, accompanied by our Petite Crème cover model, delivered branded coolers of Petite Crème to editors, thanking them for a delicious first date. Meanwhile, a first-exclusive launch feature in The Wall Street Journal served-up the tasty launch story to retailers, encouraging them to make room for Stonyfield Petite Crème in the refrigerator case. As the product arrived in stores, we amplified consumer sampling at Fall New York Fashion Week and kept the momentum going into Oscar season supporting an ad campaign with contests and a Twitter event that featured French Chef Ludo Lefebvre.
   

THE RESULTS

The launch campaign prompted media, bloggers, retailers and consumers to say “je t’aime!” to Petite Crème. In addition to The Wall Street Journal, Inc., Real Simple, Good Housekeeping, Shape, Prevention, The KitchnFitbie and The Nibble and many others covered. Petite Crème quickly indexed as the #4 new grocery product, according to uSamp’s Instant.ly Shelf Score™ in August 2014.

 

For more information contact 360PR+.