- Marketing Communications Strategy
- Influencer & Media Relations
- Trade Show & Events
Introducing a Leading Culinary Ingredient Brand to a Wider Audience
When Nielsen-Massey Vanillas needed help expanding its reputation and business, the company chose to partner with WCG. The challenge was to extend NMV’s existing reputation as the long-time leader for quality vanillas and flavors among culinary professionals to a broader consumer audience. The WCG team, along with its food agency partner Savor, launched a multi-channel marketing communications program that continues to build mind- and market-share among at-home cooks and food enthusiasts for NMV’s unique products.
The campaign targets traditional food reporters, bloggers, celebrity chefs and other influencers to advocate the value of NMV’s pure ingredients and quality flavorings as a means of enhancing the at-home cooking experience.
Annually, WCG generates nearly 2,500 stories showcasing NMV’s products, its partnerships with high-end restaurants and its leadership in sustainability and philanthropic initiatives.
Increasing Social Media Impact with Eye-Catching Recipe Videos
In 2016, WCG worked with partner agency Lalich Resources to produce a number of videos for Nielsen-Massey Vanillas, including six short recipe videos optimized for social media sharing. These videos demonstrated how to use a variety of NMV products in a quick, upbeat, easy-to-follow format, resulting in hundreds of social media likes and shares on Facebook and Instagram and a reach of double to triple that of the client’s other social media posts.
I Scream, You Scream, We All Scream for Nielsen-Massey Vanilla-Flavored Ice Cream
During the summer of 2014, WCG created and executed a deliciously innovative promotional campaign for long-time client Nielsen-Massey Vanillas. The program was designed to drive brand loyalty, capture the attention of both traditional media and social media influencers and transcend basic brand engagement.
The program launched in July, National Ice Cream Month, by unveiling an original vanilla ice cream sandwich recipe – connecting the timeless quality of old-fashioned ice cream to the unmatched quality and complex flavors produced by NMV.
Backed by research demonstrating growing consumer demand for more experimental ice cream flavors, our partner, Lalich Resources, developed a new recipe incorporating exotic flavors such as cardamom, Nielsen-Massey’s Tahitian vanilla and lemon extract. The recipe elevated a familiar summertime standard to an exciting treat perfect for Americans’ increasingly adventurous palates.
Within a span of just 30 days, the campaign went viral, capturing more than 32 million impressions across traditional media, blogs and social media posts. The impact helped drive sales and further Nielsen-Massey’s reputation as a cutting-edge food ingredient and flavor company.