THE LITTLE MERMAID (IDAHOAN)

OBJECTIVE:
Family-owned Idahoan Mashed Potatoes’ objective was to raise consumer awareness of their brand over the Fortune 500 companies, their major competition during the consumer peak season: October through December.

STRATEGY:
International Promotions’ strategy was to launch a tie-in promotion with the re-release of Disney’s The Little Mermaid which was released at the targeted time, the end of October. The national promotion included a sweepstakes, on-pack promotion, in-pack sticker giveaway, a chance to win a Hewlett Packard computer, and POP displays in national supermarket chains along with end cap displays. Media for the promotion included radio and FSI’s in several publications.

RESULTS:
As a result of this successful promotion, Idahoan sales jumped 25% during their peak season and Idahoan gained more shelf space for their new products.