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 Congratulations to Fleishman-Hillard for their clever Jennie-O Turkey Store Media Kit, winner of the latest President’s Choice Award.
The goal of the media kit was to give food editors ideas for eating Jennie-O Turkey Store turkey all year round. The Minneapolis/St. Paul office accomplished this with a clever, attention-getting piece that presented recipes for “year-round turkey” in a fun, keepsake format.
The kit was titled, “Give Turkey a Whirl.” On the front cover, colorful photos of various turkey meals were divided into eight segments of a wheel, topped off with a spinning device. The kit was filled with recipes and photos, divided by tabs for the four seasons, plus “Holidays” and “Extras.” A CD was also mounted inside the back cover that contained fact sheets, recipe suggestions and all the photos used in the kit.
“The big-picture was to rediscover the tradition of Sunday dinners by using easy-to-prepare, year-round turkey recipes,” explained Curtis Smith, senior coordinator at Fleishman-Hillard. “This piece resulted in several media impressions for our client that will impact Jennie-O Turkey Store’s bottom line.”
Cost was one of the most important factors in the success of this campaign. Curtis credits Account Executive Jim Benedict and the GLS team for helping keep production costs down.
“When the designers we work with come up with a concept,” he said, “Jim makes it work by choosing the right materials and processes.” For example, Curtis said that when his designer came up with the idea for putting a spinning device on the cover, they had no clue how it would actually work. Jim, however, knew exactly what was needed and came up with the right materials that would be cost-effective.
“I’m very pleased to present the President’s Choice Award to Fleishman-Hillard. They continually come up with creative ideas for their clients and the Jennie-O Turkey Store Media Kit is no exception,” stated Gary Garner, president of GLS Companies. “Congratulations to Curtis Smith and the team at Fleishman-Hillard for the outstanding work they did on this project.”
The response to this campaign has been very positive so far with requests for media kits flying out the door. Who says turkeys can’t fly? www.fleishman.com
For more information on the President’s Choice Award program please talk to your GLS account executive, or call Gary directly at 763.971.3277 |
