Food and Beverage Marketing and PR Case Study
"What's Your Mountain?": Post Grape-Nuts Helps Consumers Summit Their Mountain
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.
The Grape-Nuts target consumer seeks brand experiences, and cares less for straightforward advertising and marketing speak.
- 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.
- 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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