Cooking up a high-profile recipe to promote Progresso Foods When baby-boomer women control the remote, they spend more than half of their TV time watching cooking shows. To help General Mills' Progresso Foods brand connect with this target audience, Padilla Speer Beardsley secured the services of Food Network celebrity chef Michael Chiarello. Chiarello created eight signature recipes using Progresso Foods ingredients. Padilla designed a brochure featuring the chef's creations, and distributed to the brochures 75,000 consumers via nationwide wine events and a Publix supermarket sweepstakes. Chiarello put Progresso brands in the spotlight during interviews with more than 20 key market TV stations. He demonstrated his recipes, and directed viewers to the newly launched ProgressiveFoods.com Web site for recipes and entertaining tips. The campaign exceeded its goal, generated 68 million impressions in various media, including the Chicago Sun-Times, the Boston Globe, Cooking Light magazine, Cooks Illustrated magazine and WNBC. Progresso Foods also realized a remarkable 1-percent baseline sales increase, which led to General Mills to highlight Progresso as one of its most successful brands of 2006. |
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