When a New York ice cream company planned to launch a new product line during the height of winter, Sawmill was called in to devise a PR full-flavored plan to attract the press. To promote the new brand targeting women, Sawmill commissioned a national Harris Survey of Americans’ ice cream eating habits and rituals. The results were quite entertaining, and we arranged for the client’s consumer advocate to share the results (and conduct taste tests) in the Buffalo and Rochester markets, appearing on local TV and radio stations, and the business pages of the Buffalo News and Rochester Democrat-Chronicle. Industry trade publications such as Dairy Foods, Brand Packaging and Prepared Foods covered the new line, while TV stations in New York City, Sacramento, Calif. and Akron, Ohio covered the survey. Media providing the biggest scoops on the survey included USAToday.com, the New York Post and Reader’s Digest, helping our client to its best product launch ever.
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