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Case Studies

Food and Beverage Marketing and PR Case Study

"What's Your Mountain?": Post Grape-Nuts Helps Consumers Summit Their Mountain

Objective
Show consumers Grape-Nuts’ adventurous side through the launch of the “What’s Your Mountain?” campaign to reintroduce original Grape-Nuts, as well as to introduce a new variety – Grape-Nuts Fit.

Insight
The Grape-Nuts target consumer seeks brand experiences, and cares less for straightforward advertising and marketing speak.

Approach

  • Communicate taste and health credentials through “out of the box” channels relevant to target audience.
    • Hunter PR hosted a rock-climbing event at Chelsea Piers for 20 editors from select media outlets.
  • Create emotional tie to reaching lofty goals through “What’s Your Mountain?” platform.
    • Grape-Nuts Fit was the official cereal of The American Lung Association’s “Fight for Air Climb” tower races in five cities.
    • As an anniversary celebration consumers scaled a 30-foot rock-climbing wall in NYC’s Herald Square.
  • Turn adventurous consumers into brand ambassadors through recreation of Sir Edmund Hillary’s historic ascent of Mt. Everest in 1953. The explorer was fueled by Grape-Nuts throughout his climb.
    • Hunter PR invited adventurous consumers to become Grape-Nuts “Summit Samplers” and receive a $500 grant for distributing Grape-Nuts Fit samples while summiting the mountain of their choice.

Results

  • The “What’s Your Mountain?” public relations campaign resulted in more than 295 million earned media impressions and 876 placements, 776 percent above the stretch impressions goal.
    • Noteworthy national and local placements include All You, Essence, Fitness, Yahoo! Health, The New York Times, The Wall Street Journal, The Huffington Post, Men’s Journal and The Dr. Steve Show.
  • 26,800 Grape-Nuts Fit samples were delivered to consumers throughout the year.
  • We empowered 60 brand advocates through the Summit Sampler program, where they brought Grape-Nuts Fit to mountaintops worldwide, including the Adirondacks, Great Smoky Mountains, Yellowstone, and even Everest Base Camp.

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Zyrtec

New York City commuters take a break on their way to work to try New Grape-Nuts Fit and conquer a mountain in the heart of Herald Square. The iconic brand celebrates the 60th anniversary of the first summit of Mount Everest by Sir Edmund Hillary, who ate Grape-Nuts throughout his historic trek.