A RALLY FOR SUCCESS
Waterhouse Public Relations contributes strategic platform for Mayfield Dairy Farms’ award-winning campaign
CHATTANOOGA, Tenn. -- March 19, 2007 -- Mayfield Dairy Farms received the International Dairy Food Association (IDFA) 2007 award for Best Overall Public Relations Campaign at the SmartMarketing Conference in Las Vegas, Nev. Mayfield was awarded the honor for its Flavor Decision '06 campaign, which was conducted in partnership with Chattanooga, Tennessee-based Waterhouse Public Relations. Previous winners include New England's Brigham's Ice Cream, Southwest-based Shamrock Farms and Kraft.
“This was a fun campaign, but the amount of strategy and creativity poured into it by the team at Waterhouse made it our most successful campaign to date,” said Bridgett Raper, public relations manager for Mayfield Dairy Farms. “They helped us surpass all goals last year and maintain our position as the leading dairy in the Southeast. Plus, our consumers had a great time enjoying Mayfield ice cream,” added Raper.
Working together with Waterhouse Public Relations, Mayfield developed a campaign that used an election year as a backdrop and featured new flavors as political candidates. This gave consumers a personal stake in the brand and increased trial and sales. The campaign included extensive media relations including a Satellite Media Tour, election-themed retail samplings, a competition just for kids, special events including election rallies and early voting samplings at polling sites, celebrity endorsements and retail samplings for charity.
More than $10,000 was raised for charity, nearly 900 events were held, national media coverage was attained and feature flavor sales increased by 26%. Through this integrated campaign, Mayfield also picked up the 2007 Achieving Excellence Best in Show Marketing Award.
About the International Dairy Food Association
IDFA is the dairy foods industry's collective voice in Washington, D.C., throughout the country and in the international arena. IDFA has become a leading player in the formation of positive domestic and international dairy policies. Today, IDFA represents more than 500 dairy food manufacturers, marketers, distributors, and industry suppliers across the United States and Canada, and in 20 other countries.
About Mayfield
Founded in 1912, Mayfield Dairy Farms offers a full line of milk, cultured and ice cream products. Based in Athens, Tenn., the dairy serves nine Southeastern states. Tours of the dairy’s plants in Athens, Tenn. and Braselton, Ga. give an inside look into history, production, and great flavor of Mayfield products. To learn more about Mayfield Dairy Farms, its Visitors Centers and other topics visit www.mayfielddairy.com.
