CLIENT
Ferrara Candy Company
Brian Camen, Director of Digital, Social & Community
Kelly Peyser , Marketing Director
Sara Lieberman, Senior Associate Brand Manager
Amber McGrogan, Brand Manager
Emily Merdinger, Sr. Associate Brand Manager
Greg Guidotti, CMO
Catherine Berger, Director, Media & Consumer Experience
Lauren Ruis, Senor Manager, Consumer Experience
Annie Belgrade , Digital Marketing & Communications Manager
Micaela Firszt , Manager, Paid Media
AGENCY
Justin Adelman, Director, Digital Strategy
Victoria Gates-Fleming, SVP, Digital Strategy & Creative Insights
Keshvar Alikhani, VP, Story
Molly Perez, VP, Production and Development
Braelyn Diamond, Associate Creative Strategist
Ashley Hurst, Group SVP, Digital Strategy
Megan Bandy Schepers, Director
Sara Fairbanks, Associate Media Director
Abby Wells, Manager, Paid Social
Allison Xing, Senior Associate, Business Intelligence
Michelle Nagelberg, Group Director, Business Intelligence
Krishna Patel, Director Business Intelligence
Courtney M. Thompson, Manager, Strategy & Analytics
John Crowe, Senior Media Planner
Abigail Macchiarolo, Associate Planner
SUMMARY
We named and launched Funables — the funnest, fruitiest snack in town. We developed a brand platform, tagline and launch campaign (imagined by kids). Through our launch, we breathed life into an old brand by creating a new one that reflected the product and resonated with the target. Our awareness goal of 35% was surpassed and is now at 43.6%, with sales also up 68.1% YoY*. (That’s a lot more than the 7%+ goal we were tasked with.)
*IRI data source (sales) - Source: IRI MULOC 26 weeks ending 01.02.2022
