Media Relations Squeezes Out Coverage for Kids Product


Blue margarine is something only a kid could love. In fact, Parkay, a Conagra Foods brand, was convinced that kids would literally eat it up. Parkay was well-known for its margarine (not to mention its "talking" tubs), but in 2001, it wanted to build major pre-launch buzz around a new product, Parkay Fun Squeeze, a colored margarine product packaged in an easy-to-use squeeze container, which also featured a parent-friendly portion control lid. Conagra turned to its agency Dome Communications to help generate buzz with the media and other stakeholders as the brand approached its launch date. Because the product was part of a major trend in the food industry, Conagra wanted to get consumers talking about it early - and before other companies launched any competitive products.

Subscribe Now  |  Login


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.