Company: Jacobs Agency, Chicago, IL
Company Description: Jacobs Agency helps clients untangle their business problems. From targeted awareness to lead generation to audience engagement, we have been recognized (and won awards) for our activating, resonating and often evocative work. While their industries vary, the reason clients come to us is the same: they need sharp thinking, superior creative and the ability to reach targets on multiple levels.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Food & Beverage

Nomination Title: PUREFRUIT™ Monk Fruit Extract Product Launch

Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Tate & Lyle, a leading global ingredient solutions leader, engaged Jacobs Agency to launch a revolutionary, all natural, zero–calorie, great-tasting sweetness from real monk fruit: PUREFRUIT™ Monk Fruit Extract. Launching PUREFRUIT™ into the marketplace required both education and engagement to meet multiple challenges, spanning both consumer and customer audience segments.

It was Jacobs Agency’s task to not only educate but generate interest and excitement around this new ingredient. Overall, the main objectives of the integrated brand launch were to:

• Educate consumers on the new and unique monk fruit and drive interest in products with the ingredient
• Engage consumers and create excitement around the branded ingredient, PUREFRUIT™ Monk Fruit Extract
• Demonstrate consumer desire and acceptance of PUREFRUIT™ as an ingredient to large food and beverage manufacturers

This campaign was unique in that PUREFRUIT™ at launch was unlike any product available in the marketplace. Therefore, the initial strategy through campaign execution needed to be innovative and break through the noise to aid in setting PUREFRUIT™ apart to ultimately resonate with food and beverage manufacturers.

Jacobs Agency developed the overall brand launch campaign and each executed launch activity served to announce and establish PUREFRUIT™ as a revolutionary new ingredient from Tate & Lyle. Jacobs Agency utilized the following tactics, among others, to accomplish the project objectives:

• Crafted an education-focused web resource, monkfruit.org
• Created a targeting, engaging and informational website, purefruit.com
• Develop the PUREFRUIT™ Monk Fruit Extract brand look-and-feel
• National print and online trade ad campaign
• Established awareness to ensure alignment with marketing and Tate & Lyle sales team, and introduced and supported the brand launch
• Developed a roll-out plan to support as well as extend beyond launch that included the following tactics:

- Advertising
- Support of exclusive chef event to kick-off launch
- Video development
- Direct mail
- Sales enablement
- Thought leadership
- Social media
- On-going tradeshow support

Jacobs Agency’s integrated campaign for PUREFRUIT™ prompted initial discussions with Tate & Lyle and a large cereal manufacturer regarding potential reformulation in four products. Also, only two months after trade advertising begun, PUREFRUIT™ gained greater awareness garnering 448,858 impressions and a 69% lift in web traffic since the product launch. The campaign will continue to run through 2012.

Upload a collection of supporting files and web addresses to our server to provide more background information to the judges. You may upload any number of attachments and URLs through the "Add Attachments, Videos, or Links to This Entry" link above. (Do NOT list your URLs below.)

Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

Lisa Schellenberg, Account Manager

Lisa has nearly a decade of experience in account management. Her repertoire includes data extraction and organization, new business research and planning, integrating new branding programs, building successful search campaigns and even playing the production manager role. Striving to always provide solutions that reach targets on multiple levels and improve the bottom line, she has helped clients accelerate their businesses utilizing direct mail, print, radio, television, web and search marketing programs. Lisa has worked with high-profile clients in a variety of industries—from healthcare, to telecom, to financial, including BroMenn Healthcare, AT&T and H&R Block.