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Piller's Integrated Content Marketing • Case Study

FOOD – B2C EXTERNAL COMMUNICATION – FOR YOUR LIFE

 

The Company

Piller’s Fine Foods has been a Canadian producer of premium deli products since 1957.

The Challenge

To generate awareness of the company’s allergen-free product line, called Piller’s Simply Free®, and engage consumers so they not only try the products once, but continue to buy them.

The Strategy

Fifth Story partnered with Piller’s to develop a national, bilingual integrated content marketing campaign that leveraged paid, earned and owned media across multiple platforms. The centerpiece of this campaign was a segment in the Fall 2013 episode of For Your Life, Fifth Story’s television show featuring lifestyle stories.

The Results

The integrated content marketing campaign generated awareness among Piller’s target audience through a combination of television, radio, print, online and social exposure. For Your Life’s storytelling format successfully engaged viewers with a short segment demonstrating how Piller’s allergen-free product line helps families prepare meals that taste great and are safe for everyone.

National, local and specialized newspapers, magazines, websites and radio stations across Canada picked up on the accompanying written, audio and video content, resulting in over 35 million earned media impressions. Earned media results were measured using Media Relations Rating Points (MRP®), Canada’s industry standard for earned media measurement. Over the campaign period, Piller’s online video received over 8,000 views on Youtube, and the company’s web traffic increased by 13 per cent, with 33 per cent new visitors.

“The For Your Life program captured our audience’s attention through informative and entertaining video storytelling, and multiple touch points of TV, radio, print, online and social exposure allowed us to amplify our message nationally.”

Rita Weigel, Director of Marketing, Piller’s Fine Foods

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