In the late summer of 2013, Parmalat launched Galbani, Italy’s favourite cheese brand, in Canada. Galbani’s fresh mozzarella is no ordinary mozzarella; it is a soft, moist and creamy mozzarella, freshly crafted in the fior di latte tradition.
The launch campaign’s objectives were to raise awareness of Galbani’s availability in Canada, communicate the product’s unique features, and drive purchase intent among educated women with a higher than average disposable income, and a propensity to purchase premium products. The challenge –how to successfully launch a new product when you don’t have the budget to do a mass television campaign?
The strategy
Specialty cheese is a growing category in Canada, thus getting consumers to try the product was paramount to the campaign’s success. The strategy was to drive Canadian consumers to Galbani’s owned media channels – the brand’s website and Facebook page – for unique recipes and exclusive coupons by leveraging video content across multiple screens.
The solution
Parmalat partnered with Fifth Story, a Toronto-based content marketing firm, participating twice in their For Your Life program, an integrated content marketing solution. The first campaign ran in Fall 2013, and the second one in Spring 2014.
The second campaign included a video segment, featuring celebrity chef Massimo Capra, in For Your Life, Fifth Story’s branded television show highlighting lifestyle stories. It also included two television spots – one in English and one in French. The television show and spots aired in May and June 2014 on television stations appealing to a female demographic, such as Food Network, HGTV and Showcase (paid media).
To increase the earned and organic traffic, Parmalat’s For Your Life segment was edited to create two online videos – one in English and one in French – that were distributed to Fifth Story’s national network of online editors and bloggers. The English online video was also promoted through digital content drivers directing traffic from premium websites to the video on YouTube.
The results
Both campaigns successfully raised awareness among Parmalat’s target audience through a combination of television, online and social exposure. The video content’s storytelling format engaged viewers with a focus on the Italian cuisine, culture and lifestyle. The second campaign achieved over 10 million impressions across paid, earned and owned media channels. To date, Parmalat’s English online video was viewed over 3,300 times on YouTube.
“The Fifth Story team is very capable of transforming brand objectives into specific creative executions. Their For Your Life program helped our brand build positive emotional connections with consumers, while providing value-add information on food preparation and entertainment”, said Alex Bazhanov, Brand Manager at Parmalat Canada.
After developing and executing two campaigns with Fifth Story, Parmalat is very pleased with the results and ROI of the For Your Life program, and has booked two more campaigns in 2015. For more information about the For Your Life program, click here.
