Challenge
Celebrate the significant and fast-paced growth of Orange Leaf Frozen Yogurt among media and consumers
Solution
Incorporate a CSR component to the 111th store opening, timed with Veterans Day on 11.11.11
Results
Brand attention in top trades, TV, print and online outlets totaling more than 850,000 impressions
Challenge
In less than two years, Oklahoma City-based Orange Leaf Frozen Yogurt grew to include more than 100 stores nationwide. To celebrate the chain, known as America’s Frozen Yogurt™, engaged GFM to commemorate the occasion by helping to publicize the milestone to media and consumers.
Solution
Playing off Orange Leaf Frozen Yogurt’s “America’s Frozen Yogurt” tagline, GFM knew the optimum time to announce the milestone would be Veteran’s Day (11.11.11). The date lent itself to selecting Orange Leaf Frozen Yogurt’s 111th store as the focus, a twist on the commonplace “100th store” announcement.
The 111th store opened in Louisville, Ky., a new market for Orange Leaf Frozen Yogurt. To make a splash, GFM devised a plan to give away a ton (2,000 pounds) of free frozen yogurt. GFM worked with the local franchise team to coordinate logistics and develop messaging, as well as to conduct local media outreach and product sample drops.
Concurrent with the 111th grand opening, Orange Leaf Frozen Yogurt announced a nationwide partnership with A Million Thanks for a letter-writing campaign, inviting customers to draft a letter thanking American Troops for their service. GFM combined this announcement with news of the 111th store milestone in a pitch to local media as well as national trade and business media. GFM also provided national social media content and strategy to maximize consumer engagement.
Results
In Louisville, GFM made product drops to almost every media outlet and secured live, in-store spots on the local FOX and CBS affiliates. The store enjoyed a steady flow of traffic, distributing the free ton of frozen yogurt in less than 24 hours.
Nation’s Restaurant News and QSR covered the 111th milestone, and GFM secured coverage in Orange Leaf Frozen Yogurt’s hometown of Oklahoma City and franchise markets Des Moines, Iowa and San Antonio, Texas. All told, more than 850,000 media impressions were generated.
Most importantly, more than 4,000 letters from Orange Leaf Frozen Yogurt customers were delivered to American troops.
