Jacobs Agency Launches Integrated Cans Get You Cooking Campaign
CHICAGO, March 4, 2013 — In collaboration with the Can Manufacturers Institute, Jacobs Agency recently launched Cans Get You Cooking, a multi-year, fully integrated, national campaign. Jacobs Agency was awarded the CMI business out of a national RFP in Q2 2012.
The campaign kicked off February 1, which is National Canned Food Month, with a partnership with a nationally televised food and lifestyle series. The launch also included a robust, consumer-facing public relations program, partnerships with in-store registered dietitians, and a trade media advertising campaign.
Cans Get You Cooking builds on the insights from a new, comprehensive, values-based consumer research study that reveals consumers’ strong, positive associations with canned food. The campaign is designed to increase consumer awareness of the superior benefits of canned food and drive increased consumption.
“The goal of our innovative Cans Get You Cooking campaign is to reinforce the benefits of canned foods to current canned food users,” said Natasha Kesaji, VP of Client Services at Jacobs Agency. “Currently, 84% of Americans prepare or eat meals made with canned foods at least twice a month, and 34% do so at least three times a week. With this campaign, we want to establish a credible position for canned food among competitive packaging innovations and retail space while changing perceptions and showing how canned food fits seamlessly into consumers’ lifestyles.”
Jacobs Agency played a significant role in the campaign by developing a roll-out plan that included an integrated mix of vehicles. Additionally, the Agency established the visual identity for Cans Get You Cooking, which was translated to the online advertising campaign, a microsite and various communications tools.
To date, the campaign has achieved high consumer awareness and engagement through social media, and the PR strategy has secured a host of earned media coverage across national outlets.
To learn more and participate in the Cans Get You Cooking campaign, visit www.cansgetyoucooking.com.
About Jacobs Agency
Chicago based Jacobs Agency helps clients untangle their business problems. While their industries vary, the reason clients come to us is the same: they need sharp thinking, superior creative and the ability to reach targets on multiple levels. Today’s communications landscape has complexities that can immobilize even the brightest marketers. We are undaunted. Why? With Through the LinesSM engagement, our proprietary philosophy and marketing model, we understand and can expertly navigate the landscape’s intricacies. How? We start with an Objectives-Based Approach. From Targeted Awareness to Audience Engagement, from Lead Generation & Prospect Nurturing to Sales Enablement and Brand Refinement, we keep a client’s objectives as our guide and we produce breakthrough results. Have a complex business issue that needs straightening out? Call us at 312.664.5000 or visit www.jacobsagency.com.
About Can Manufacturers Institute
CMI is the national trade association of the metal can manufacturing industry and its suppliers in the United States. The can industry accounts for the annual domestic production of approximately 124 billion food, beverage and other metal cans; which employs more than 28,000 people with plants in 33 states, Puerto Rico and American Samoa; and generates about $17.8 billion in direct economic activity. Our members are committed to providing safe, nutritious and refreshing canned food and beverages to consumers.
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