On Thursday, June 13, in New York, Ultima Foods and CASACOM received the 2013 Silver Anvil for Reputation /Brand Management from the Public Relations Society America (PRSA) for the campaign launch of iögo yogurt that led to one of the most impactful brand launches in Canada. Ultima Foods and CASACOM are the only Canadian companies that received an award at this gala that brings together the biggest names in the public relations industry across North America. The iögo campaign was honoured in the category Reputation/Brand Management — Business – Companies with Sales up to $500M.
“This prestigious award highlights our team’s creativity, adaptability and teamwork across Canada,” said Diane Jubinville, Director of Public Relations and Consumer Relations at Ultima Foods and Carolyn Ray, Managing Partner of CASACOM Toronto. “The strategies and execution created great impact, resulting in iögo rapidly becoming a preferred yogurt brand for Canadians. In fact, iögo’s market shares reached over 12 per cent just three months after the launch, while its brand awareness across Canada reached 80 per cent.”
This is the second award for iögo this week in recent weeks, on June 11, CASACOM also received the Bronze award at the Canadian Public Relations Society National Awards Ceremony in Ottawa.
CASACOM exceeded all communication objectives for the launch of iögo. The positive media coverage reached 97 million impressions; something unheard of for the launch of a new brand in the food and beverage category. The results on social media were also impressive, including the 1.5 million views on Twitter during the first month. The iögomania clearly manifested itself, amongst other things, through the engagement of the consumers on the interactive platforms.