Mayfield Dairy Farms: Ice Cream Lovers Vote in Election Where Everyone Wins

Ice Cream Lovers Vote in Election Where Everyone Wins

Each year, Mayfield Dairy Farms introduces new limited-edition ice cream flavors as part of its Feature Flavor Program. This tradition has yielded some of the company’s most popular ice creams, and approximately 35 percent of previously released flavors have been popular enough to earn a permanent spot in the Mayfield freezer. As of 2006, seven of the top 20 Mayfield Ice Cream flavors were previously introduced as Feature Flavors.

In 2006, Mayfield introduced Peanut Butter Cookie Dough, Extreme Moose Tracks, Blueberry Cream Pie and Triple Brownie. Believing that all four flavors would prove popular, the dairy’s agency, Waterhouse Public Relations in Chattanooga, Tenn., designed a campaign to generate the highest level of consumer involvement and excitement in the history of the Feature Flavor Program.

Objective

Together with Mayfield and its advertising agency, Waterhouse PR created Flavor Decision ’06, which gave ice cream lovers a personal stake in the Mayfield brand, generated excitement about the new flavors and boosted sales. The politically-themed election allowed consumers to democratically choose which of the new Feature Flavors would become permanent.

The multi-phase, integrated marketing campaign, which ran March through August, was designed to give consumers a voice, make product sampling an event and ultimately drive traffic to the Mayfield freezer case.

Strategies

1. The campaign began with individual news releases announcing each new flavor prior to the launch of Flavor Decision ‘06. The releases, targeted at food, consumer and business editors, aimed to peak interest in the new flavors and were timed to coincide with national "holidays” including National Peanut Butter Lover’s Day, American Chocolate Week and National Blueberry Pie Day.

2. To officially kick off Flavor Decision ‘06, Mayfield spokespersons took to the campaign trail for an intensive publicity tour that spanned nine cities. In two weeks, Mayfield introduced the flavor “candidates” to print, TV and radio newsrooms, directly involving the media with the election and candidate endorsement process.

3. Election-themed product samplings took place in grocery stores across the Southeast. Locations were decked out in red, white and blue campaign materials and consumers were invited to sample the new flavors for free and vote for their favorite. Taking advantage of the political year, Flavor Decision ‘06 samplings were scheduled at key election sites on local and state voting days. Voters were delighted to cast a ballot for their favorite ice cream flavor as well as their political candidates.

4. Mayfield Election Rallies also gave consumers a chance to get a taste of each candidate’s platform. During July, rallies were held in 11 cities, giving Mayfield an opportunity to reach tens of thousands of consumers. A local dignitary kicked-off each by proclaiming it Mayfield Ice Cream Day, and local election commissioners officially opened the polls for voting. Flavor enthusiasts campaigned for their favorite flavor, adding true election spirit to the events.

5. No election is complete without a little fundraising, and Mayfield’s Campaigning for Kids sought to raise money for kids in the communities in which it serves. On a select day in each market, $1 was donated to a charity for each person who tasted and voted for their favorite flavor at grocery store samplings. These events raised more than $10,000 and generated goodwill with consumers and Mayfield retailers.

6. Consumers who were unable to attend sampling events, were still able to cast their vote by calling 1-866-789-VOTE or by visiting the Flavor Decision ‘06 Web site at www.MayfieldVote.com. By visiting the Web site, parents could also register their child for the Kid Campaigner Competition. This competition encouraged kids to lobby for their favorite flavor, while learning about the political process and the importance of voting.

7. To keep Flavor Decision ‘06 top of mind, Waterhouse PR continuously issued news releases that created an opportunity for media banter. Light-hearted campaign support releases were issued, giving media and consumers a look at each candidate’s background, platform and plans if elected. Releases were also issued promoting the flavor endorsement of Contemporary Christian music artist, Josh Bates and country music group, Little Big Town. The repetition of these news releases succeeded in increasing the momentum of the campaign until final election day.

Results

In just five months, Flavor Decision ‘06 reached nearly 400,000 consumers through retail and event samplings alone. In total, the campaign generated more than 8 million unique media impressions and an advertising equivalency of $165,500 in news media coverage. Nearly 200 print and television stories covered Flavor Decision ‘06 events, and Internet and independent bloggers reached millions of consumers, through on-line communication.

After compiling half a million votes, Blueberry Cream Pie was named the winner of Flavor Decision ‘06. Scottie Mayfield made the announcement to eager consumers via satellite media tour, which was broadcast on TV and radio programs throughout Mayfield’s key markets.

In addition to giving consumers a stake in the Mayfield brand, the campaign also boosted Mayfield’s ice cream sales. In 2006, Feature Flavor sales increased by 26 percent and accounted for 12 percent of the total Mayfield Select Ice Cream sales.

Due to this unprecedented demand for Feature Flavors, the company’s package suppliers and grocery store merchandisers were challenged to keep product on the shelves, thus minimizing the true sales potential.