19961007
GAINING AWARENESS FOR FOOD LAUNCH
October 7, 1996
Tied around a Halloween launch, Fresh Express Farms and Fineman Associates created consumer and trade publicity and awareness for a new packaged grape product, "Grape Escape."
Among the tactics were:
- Development of two Halloween publicity stunts teaming Fresh Express with local kids, a community hospital and a dentist.
- Creation of a "Grape Ape" char-acter who made public appearances and distributed the new product.
- Distribution of press releases, product announcements and newspaper department-specific letters for local media
- Coordination of two appearances on NBC-TV's "Today Show."