Armanino Foods of Distinction
Annette
Funicello Promotion
Annette
Funicello and Sandie Wernick
Annette
Funicello, actress and a former Disney Mouseketeer, served as our client's celebrity
spokesperson. The campaign using her
on-site presence was an integral part of their advertising and marketing objectives.
Prior to joining the Armanino team, Annette's participation had been underutilized and her value as a
spokesperson had become questionable.
When
WMG started working with Armanino Foods of Distinction, Annette had
only 18 months left on
a five-year contract and they wanted her used as much as possible during that
period. WMG immediately conducted a media-tour to retail grocers throughout the West Coast, and presented Annette at trade shows,
shareholder meetings and other events.
Simultaneously,
Costco agreed to try out Armanino’s frozen meatballs in
the Pacific Northwest. Based upon WMG's recommendation, each of
the twelve Costco stores in Northern California, Washington and
Oregon agreed to stock the product in their stores while we
arranged for, and received, media interviews in-store and at
newspaper, radio and television stations throughout
the three regions.
The
outcome was an unqualified success! The tours were very successful and generated so much consumer and
media interest in Armanino products that
Costco signed our client as an on-going supplier of frozen
meatballs in all of its West Coast stores.
The
media tour also resulted in print coverage worth nearly
$500,000 and broadcast coverage valued at over $1 million. Several newspaper
stories ran over a full page, were in color, and the Armanino product
line was prominently included in all of the coverage.
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