Marina Mayer's Marketing Musings
YoCrunch debuts media campaign designed to increase brand awareness and make YoCrunch time all the time, says Marina Mayer, executive editor.
In the ‘90s, it was Hammer Time. But, that whole “you can’t touch this” mantra is so old school. Nowadays, it’s YoCrunch Time, and getting your hands on its wide variety of creamy yogurt blended with crunchy toppings is just what the company wants.
YoCrunch, a yogurt maker based in Naugatuck, Conn., launched its first integrated marketing campaign designed to increase brand awareness while resonating with its “mom” audience.
“It’s YoCrunch Time!,” created by New York-based Fathom Communications, engages moms via unique online games tied to coupon offers, as well as ongoing social media content and outreach. Aimed at encouraging conversation and fun around the brand's unique offerings, the campaign also includes dedicated discussion space on the brand's redesigned Facebook page that invites moms to chat with each other and with the brand, while YoCrunch's Twitter feed keeps moms engaged with helpful, fun and timely discussion starters.
In addition, display advertising drives consumers to the new games and to YoCrunch's recently redesigned website, which caters to moms seeking ideas to provide both wholesome and fun snacks to their families.
"We have a great product with a very loyal following and as we look to broaden our awareness of the brand and grow our consumer base we have decided to embark upon a more aggressive and visible marketing plan," says Ralph Tschantz, senior vice president of marketing for YoCrunch. "Fathom brought us a brand idea and communications plan that really captured our product innovation in a way that will resonate with our 'Mean Well Mom' target audience and help meet our aggressive growth plans."
YoCrunch brought innovation to the yogurt category by being the first to combine toppings such as granola, M&M'S chocolate candies, Reese's Pieces candy, OREO cookie pieces and Butterfinger candy with their yogurt products, which include fruit parfait, Greek, Greek parfait and 100-calorie items.
"YoCrunch is a marketer's dream - a product idea that truly delivers against a clear white space in its category and a brand that has already generated a very loyal, passionate following even without the benefit of a concentrated marketing push," says Peter Groome, co-founder and CEO of Fathom. "Our job is to capture what drives such a loyal customer base for YoCrunch and to focus that story to the many moms who have yet to be exposed to the brand."
To become a fan of YoCrunch’s Facebook page, go to www.facebook.com/yocrunchyogurt, or to follow it on Twitter, get connected with @yocrunch.
In the ‘90s, it was Hammer Time. But, that whole “you can’t touch this” mantra is so old school. Nowadays, it’s YoCrunch Time, and getting your hands on its wide variety of creamy yogurt blended with crunchy toppings is just what the company wants.
YoCrunch, a yogurt maker based in Naugatuck, Conn., launched its first integrated marketing campaign designed to increase brand awareness while resonating with its “mom” audience.
“It’s YoCrunch Time!,” created by New York-based Fathom Communications, engages moms via unique online games tied to coupon offers, as well as ongoing social media content and outreach. Aimed at encouraging conversation and fun around the brand's unique offerings, the campaign also includes dedicated discussion space on the brand's redesigned Facebook page that invites moms to chat with each other and with the brand, while YoCrunch's Twitter feed keeps moms engaged with helpful, fun and timely discussion starters.
In addition, display advertising drives consumers to the new games and to YoCrunch's recently redesigned website, which caters to moms seeking ideas to provide both wholesome and fun snacks to their families.
"We have a great product with a very loyal following and as we look to broaden our awareness of the brand and grow our consumer base we have decided to embark upon a more aggressive and visible marketing plan," says Ralph Tschantz, senior vice president of marketing for YoCrunch. "Fathom brought us a brand idea and communications plan that really captured our product innovation in a way that will resonate with our 'Mean Well Mom' target audience and help meet our aggressive growth plans."
YoCrunch brought innovation to the yogurt category by being the first to combine toppings such as granola, M&M'S chocolate candies, Reese's Pieces candy, OREO cookie pieces and Butterfinger candy with their yogurt products, which include fruit parfait, Greek, Greek parfait and 100-calorie items.
"YoCrunch is a marketer's dream - a product idea that truly delivers against a clear white space in its category and a brand that has already generated a very loyal, passionate following even without the benefit of a concentrated marketing push," says Peter Groome, co-founder and CEO of Fathom. "Our job is to capture what drives such a loyal customer base for YoCrunch and to focus that story to the many moms who have yet to be exposed to the brand."
To become a fan of YoCrunch’s Facebook page, go to www.facebook.com/yocrunchyogurt, or to follow it on Twitter, get connected with @yocrunch.
