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YoCrunch has launched its first integrated marketing campaign, which aims to boost brand awareness. “It’s YoCrunch Time!” not trades on the fun spirit of the brand and the product, positioning the unique product line as great snacks any time of the day. Additionally, the campaign is the first created for YoCrunch by Fathom Communications since the agency became the brand’s lead marketing and communications agency earlier this year.
“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,” explained Ralph Tschantz, SVP marketing for Naugatuck, Conn.-based 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 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,” noted Peter Groome, co-founder and CEO of Fathom, which has offices in New York and Chicago. “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.”
The national communications platform reinforces both the nutritional and fun aspects of the brand while engaging mothers in search of an “anytime” family snack. “The 100 percent digital- and social media-focused campaign features the support of partner agencies The Gary Group (media planning, digital media production), SPM Communications (public and media relations, social media strategy) and Twist (website, social media development).
In a break from conventional marketing efforts, the new campaign engages moms through unique online games tied to coupon offers, in addition to continuing social media content and outreach. Designed with the goal of encouraging conversation and fun, 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 offers helpful and timely conversation topics. Display advertising will drive consumers to the new games and to YoCrunch's recently redesigned website catering to moms seeking ideas to provide family snacks that are both wholesome and fun. YoCrunch also took part at the annual BlogHer convention held earlier this month in San Diego.
YoCrunch was the first yogurt to combine toppings such as granola, M&M'S Chocolate Candies, Reese's Pieces candy, OREO cookie pieces and Butterfinger candy with its products, which include Fruit Parfait, Greek, Greek Parfait and 100 Calorie items.