C&W Frozen Foods was launching a new product in a low-interest frozen food category. Consumers and the trade were important audience segments. The client had a very small budget and wanted to test radio in a major market to determine if sales would increase.

Our objective was to create awareness, generate “talkability” about the product and secure no-charge value-added units (e.g. remotes billboard sponsorships, contests). Spot radio’s affordable frequency combated the low-interest nature of the category, and we secured schedules that included the market’s top stations. Further impact was created by compressing weight closer to shopping occasions and limiting the daypart mix to heavy grocery shopping time periods. Working closely with stations, we obtained no-charge promotional opportunities that maximized the client’s media investment.

Results