CLIENT
Mayfield Dairy Farms
Mary Williams, General Mgr. Dean Foods Southeast
Scottie Mayfield, President
Alan Owen, Mktg. Mgr.
Bridgett Raper, Public Relations Dir.
Robbie Roberts, VP of Sales
Lisa Dodson, Special Events Coordinator
AGENCY
Roger Vaughn, Creative Dir./Partner
Chris Jones, Art Dir.
Rachel Daigh, Media Dir.
Alice Ailey, Account Supervisor
Alana Stephenson, Project Mgr.
SUMMARY
Into a fiercely-competitive ice cream category known for aggressive price promotions, Mayfield Ice Cream launched four new flavors without the benefit of discounting - and into a freezer case flooded with competing new flavors. To meet this challenge, the agency created Flavor Decision '06, a coordinated election campaign of sampling, online voting and multimedia advertising. The campaign enabled Mayfield to post record sales of the new flavors - enough to justify adding two of them as permanent SKUs while maintaining overall Mayfield Ice Cream sales in a down market.
