Veggie Patch - Consumer Engagement Campaign

Story

Makers of vegetarian and meatless foods , Veggie Patch was going toe-to-toe in crowded space and against more established brands with deeper pockets, including Morning Star Farms and Boca.

 

The brand charged Havas Formula with developing a platform that would help them increase brand and product awareness, engage target consumers (primarily moms), generate media exposure, and build buzz online and through social media. 

Tactics

  • Create an integrated PR campaign, “The Ultimate Sneak-Away,” to include PR, digital and online advertising components
  • Partner with The Sneaky Chef, best-selling author Missy Chase Lapine, to host the Ultimate Sneak-Away Contest
  • Develop a Facebook competition inviting moms to share their “Sneak of the Week”—recipes that sneak vegetables into their kids’ food—for the chance to win the ultimate getaway, spa treatment and in-home culinary consultation from Lapine
  • Through online, consumer voting, identify 15 “Undercover Mothers” who would be invited to upload videos of their recipe creations to Facebook for the chance at the grand prize
  • Utilize the contest and our spokesperson, Missy Chase Lapine, to drive media coverage and interest in the brand

Results

  • Received more than 250 contest entries and 700 consumer votes, far exceeding goals
  • Increased online buzz and conversation on Facebook and Twitter:
    • 3,954 new Facebook fans—an overall growth of 61 percent
    • Reached approximately 135,450 consumers via more than 270 contest-related tweets
  • Witnessed high levels of fan engagement throughout the eight-week campaign, securing close to 2 million impressions
  • National media relations campaign generated coverage in blogs including “Mommies with Cents,” “Leslie Loves Veggies,” “becentsable,” and “Vital Juice,” yielding nearly 110 million gross impressions  

Havas Formula

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San Diego
CA
92110
619.234.0345

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