Balzac Case Study 11

Client Case studies:

Strategic Account Management

Complete Marketing Program

Program Promotion

reputation development

category creation

brand reintroduction

business-to-business marketing

event management

Category Creation

Background:
Based in New Holland, Pennsylvania, a purveyor of gourmet artisanal foods has combined traditional French cheese recipes with the finest dairy sources in the New World to create a line of specialty cheeses of great distinction.

Situation:
The company has introduced a line of innovative new spreadable Brie cheeses which fly in the face of tradition while creating an exciting new category in the industry.

Action:
The agency organized a personal media contact program which carefully prepared the specific editors for the revolutionary new products and then gave them the information they needed to give this new Brie national attention.

Results:
Newspaper food editors gave the new cheese remarkable coverage. Virtually every major paper in every major market gave space to the new Brie. The company reported very strong support among its sales staff for the agency’s work, and record breaking sales for the introduction of a new product.