Apr 2, 2012
Cooperative advertising saves partners money and multiplies impact
Aligning multiple brands into a singularly focused direction for a co-op ad campaign may be one of the toughest jobs in the ad business. Creative Energy is one of only a hearty few that can pull it off.
This year we pulled together a variety of southern food brands again for a May celebration termed “Buy The South’s Best Foods”. Targeting consumers to build awareness and purchases of participating brands, the campaign includes two newspaper inserts reaching 16.3 million consumers in 10 southeastern states, a national recipe contest, a trade ad alerting southeastern supermarket executive of the promotion, public relations, a website and a lot more. The month-long event is sponsored by the Southeastern Food Manufacturers Association that includes member companies who participate in the promotion.
The draw for food manufacturers is the synergy of an integrated marketing plan at a fraction of the cost of going it alone. To achieve the consumer impact by going solo, the cost would be North of $100K. Through the partnership, participants kicked in $14,500 each. For brands that can’t afford solo advertising, the allure is obvious. For bigger brands, the opportunity is to latch on to a turn-key promotion that reaches the fastest growing consumer market in America – the Sunbelt.
Congratulations to the companies who see the benefits of a smart cooperative advertising campaign and to Creative Energy for making it happen.