| Strategy |
The Crock-Pot® slow cooker has broad household penetration, but that doesn’t necessarily translate to usage or, moreover, purchase of a new Crock-Pot slow cooker. With 360’s expertise in the mom space, we immediately recognized the opportunity: family time. Families want more of it, but don’t know how to get it, and the Crock-Pot slow cooker is the perfect solution – making family dinnertime fun and easy. Throw some ingredients into the pot in the morning, set it and forget it – it’s that easy. Mom, dad and the kids can go about their busy days and at the end of the day, everyone sits down together at the dinner table for a delicious meal.
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| Execution |
| Over the past three years, 360PR has employed a variety of events, media and online tactics to increase exposure for the Crock-Pot brand. Positioning the Crock-Pot slow cooker as the catalyst to bring the family back together at the dinner table, we held editors’ events in New York with high-profile chefs, including Tom Valenti, author of One-Pot Cooking. We have also brought “Slow Cooking 101” sessions to editors’ offices. Online, we have provided tips and recipes and secured product reviews with food, recipe and mom bloggers, and secured give-aways and publicized Crock-Pot recipe contest winners. |
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Creative story angles, such as positioning Crock-Pot meals as a way to warm-up after skiing and, Crock-Pot cooking as an alternative to heating up the oven (and the house) in the summer, has kept the story fresh and resulted in coverage in a wider range of media.
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| Results |
| From Ellen to Real Simple to The Wall Street Journal’s “Shopping Around” column, we have put Crock-Pot slow cookers in the national spotlight, as well as spurred grassroots support for the brand online, on sites like YumSugar.com and Family.com. Good Housekeeping voted the Crock-Pot slow cooker “top-of-the-line…this once humble kitchen appliance is now high-tech.” The campaign has generated more than 650 million media impressions in three years, driven traffic to www.crock-pot.com, and helped sell-in and sell-through of the Crock-Pot line. This campaign has also been recognized by the Publicity Club with awards for “Best Consumer Publicity Campaign” and “National Television News Placement.” |
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