NEW YORK, March 1, 2016 /PRNewswire/ -- A well-executed product launch is a company's chance to grab customers' attention and make a strong impression with a new product. Done well, a PR campaign for a new product can generate awareness of a new product, drive sales, and create lasting excitement and buzz around a brand.
IGA, Sobeys Québec's retail brand, understood the importance of a product launch PR campaign for their recent partnership with Les Charcutiers Pork Shop, a Montréal start-up company offering artisanal dry sausage. As part of a multichannel campaign, Sobeys Québec worked with CNW, a PR Newswire company, to create a launch announcement that would stand out from the crowd, convey Les Charcutiers Pork Shop's identity and IGA's vision, and increase visibility and awareness for both brands.
"For this particular campaign, we wanted to put the owners at the forefront," said Laurie Fossat, Communications Advisor, Sobeys Québec. "Since the brand tagline is 'artisanal sausages, rebellious flavors,' we wanted a press release that was unique and stood out from regular product announcements. We wanted to make a visual impact."
To achieve this, Sobeys Québec and the CNW team created and distributed a branded landing page that allowed IGA to convey Les Charcutiers Pork Shop's unique brand identity through the use of bold visual elements and play on the originality that is important to both brands.
"Using a branded, multimedia landing page for this campaign really benefitted both IGA and Les Charcutiers Pork Shop. Les Charcutiers Pork Shop is a new brand that was only present in a local market. With IGA, they now reach all of Québec," said Fossat. "Using this gives the product the visibility, credibility and notoriety needed to expand more while establishing IGA as a pioneer in discovering exclusive and exciting new products for our clients."
For deeper insights and to explore the results of the campaign, download IGA Increases Visibility & Brand Awareness with Product Launch: A Multimedia Case Study.
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