integrate advertising with meaningful and targeted PR efforts
To support the roll-out in Southern California of a new soyfoods beverage designed
especially for women, we created a supporting ad and PR program for the Iowa
Soybean Promotion Board.
This ad ran in Sunset, San Diego magazine, Los Angeles
magazine and the LA Times, along with radio commercials
in LA and San Diego. We also media trained and guided the
chair of the Promotion Board (a woman the same age as the
target audience) for radio interviews in LA and San Francisco.
The ads and interviews offered a booklet
of information about the benefits of soyfoods for women.
More than 10,000
were requested and the Promotion Board had to open an additional
1 800 number to handle the requests.
A very special extension of the program
was sponsorship of Dr. Andrew Weil as a speaker for a fund
raiser of the
Wellness Group, a cancer service organization.