Stopping them cold

Article Abstract:

The Quebec Frozen Food Assn launched a different marketing campaign that spoke directly to shoppers by means of a taped promotional message. The campaign involved a cardboard display with pictures of some 22 frozen food products and an electronic device hidden behind the cardboard that delivered the message. The display, which was set up in 600 supermarkets across Quebec from Oct 1998-Feb 1999, proved effective. Sales of frozen foods increased from C$598.6 million in 1997 to C$631.8 million in 1998.

Frozen Food Manufacturing, Frozen Foods

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P&G gets out and goes

Article Abstract:

Procter and Gamble enlisted the services of Integrated Communications and Entertainment in summer 1999 about creating an interactive Internet competition to test the company's performance in the digital marketplace. The result was www.getoutandgo.ca and its French language counterpart, www.allezhop.ca, which were launched on Jan 17, 2000, and will be online until mid-May 2000. The contest offers two Jeep Cherokee 4x4s and 10 family ski and snowboard equipment packages.

Toilet Preparation Manufacturing, Toiletries, Procter & Gamble Co.

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Un-stodgy insurance sales

Article Abstract:

BELAIRdirect, a Montreal, Canada-based insurance firm, relies on a savvy marketing strategy to set it apart among players in an otherwise stodgy, conservative market. The company sells directly to consumers in New Brunswick, Ontario and Quebec, all in Canada. Roger Sirard, BELAIRdirect's director of communications and marketing, said the firm taps all form of mass media.

Insurance Carriers and Related Activities, Insurance, BELAIRdirect

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