| Strategy |
Ball was a well-known brand with a 125-year heritage, but little connection to today’s busy consumers’ lifestyles. 360PR created a campaign to convey the relevance of Ball jars and fresh preserving to today’s consumers, leveraging the “locavore” trend – positioning Ball jars and mixes as an easy way to preserve fresh, locally grown fruits and vegetables. We also highlighted low-sugar jam recipes to appeal to today’s more health-conscious consumers.
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| Execution |
| A cornerstone of the campaign was a kick-off media event in New York City, where influential food editors from more than 40 outlets learned first-hand about fast and easy ways to preserve. The event, held at Blue Hill, a restaurant on the leading edge of the “locavore” movement, linked Ball to the use of local, seasonal ingredients. A Ball staff kitchen analyst demonstrated just how fast and easy it is to make homemade jam, and the agency produced a suite of “Preserving 101” materials to educate press and their audiences about new ways to make delicious homemade jams and other foods. |
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Another important aspect of the campaign was reaching consumers online. 360PR identified preserving fans in online communities. We made sure these evangelists were among the first to know about new Ball products and recipes, so they could post the information for others in the online preserving community and link to the Ball web site for more information.
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| Results |
| More than 100 million consumers were reached in the first year of the campaign via print, broadcast and online media and communities, and the campaign helped drive an increase in sales of key Ball products, as well as increased traffic to the Ball web site. |
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