We delivered yogurt to each radio station DJ

Actually sent each DJ a dozen products a week (delivered in a cooler) to Boston, Miami and Philadelphia and had them eat and then talk about it on air. Unique idea, great success!

Engage:

• Launch the relatively unknown YoCrunch brand in markets with zero penetration, coupled with an intensely crowded and competitive category.

Excite:

• Get the product in the mouths of the top rated radio personalities in each market. Let the media experience first hand the unique appeal of the "smooth and crunchy" appeal of the yogurt. By having YoCrunch arriving at the doorstep of the radio stations daily, the DJ's developed a firsthand passion for the yogurt that
  generated air time beyond your traditional :60 spot. Product endorsement encouraged dedicated listeners to try YoCrunch for themselves.
• The daily banter encouraged loyal listeners to try the product themselves.
• What's good for the DJ's is good for the listeners!

Evolve:

• Negotiated back 50% of our total budget in added value promotion.Increased yogurt volume sales by 7%.
• YoCrunch became a conversation piece. It became part of the campaign.