While Gordon Ramsay was screaming in the kitchen, we cooked-up an integrated strategy that would take Stonefire into the US market in an explosive way.
FGF Brands was launching their new Stonefire Flatbread. They wanted to develop a strategy that would connect with foodies, moms, and propel the brand into the USA market in a big way and top it all off, guarantee new retail distribution.
MOUSE Marketings’ big idea was to make Stonefire flatbread the first-ever food product featured on the hit reality TV show Hell’s Kitchen. Now convincing them was another story. After turning many “no’s” into “yes”, and battling through a village of FOX TV and iTV producers, directors, and even Gordon Ramsay himself, Stonefire Flatbread became the FIRST EVER food product featured on the hit reality TV show. The integrated marketing campaign strategy consisted of ON-AIR product placement and chef’s challenge, and an OFF-AIR Hell’s Kitchen Chef’s Challenge Tour across every major US city with a digital contest that inspired consumers to enter their personal recipe for a chance to WIN a VIP Trip to Hollywood.
The campaign amplified brand awareness to over 50,000,000 foodie consumers, opened 1500 new retail channels, and increased anticipated sales by a whopping 28%. The digital contest inspired over 123,000 fans to enter their personal recipes for a chance to WIN a VIP trip to Hollywood, and the OFF-AIR Hell’s Kitchen Chef Challenge Tour SOLD OUT of product in every market.
”The best supplier I have ever worked with in terms of creativity, innovation, and execution.- Linda M, Head of Marketing, FGF Brands