TORONTO, June 16 /CNW/ - Faye Clack Communications (FCC) won four gold
awards and one bronze at the annual National Canadian Public Relations
Society's Awards of Excellence yesterday.
The agency took top honours for its Avocados from Mexico
campaign. The multi-faceted campaign, which unraveled the mystery of the
avocado with the skillful assistance of an animated character, Miss
Ava Cado, was conducted for the association of growers and exporters
of avocados from Mexico (APEAM). The campaign resulted in an avocado
sales increase of 157 per cent in Ontario.
The campaign, which included an extensive social media component, kicked
off with an exhilarating Mexican Independence Day event held in
September 2009 at Toronto's Union Station, complete with a 20,000
Mexican avocado giveaway, a live Mariachi band and festive Mexican
dancers. Miss Ava Cado, the brand ambassador for Avocados from Mexico,
came to life at the launch event and was featured in all communications
materials, including telenovelas (mini soap opera-like webisodes).
Overall, the APEAM campaign succeeded in engaging and educating Ontario
media and consumers about the selection, ripening, storage and usage of
The crescendo of activities that successfully introduced avocados from
Mexico to consumers, media and trade across Ontario also included a
microsite, a consumer contest, in-store sampling and educational
point-of sale material.
Emiliano Escobedo, marketing director for APEAM, acknowledged the
significance of the campaign. "We are pleased with the results of the
outstanding communications program that FCC created and delivered for
Avocados from Mexico," says Escobedo. "We are especially pleased with
the audience reach of this campaign, over 28 million impressions, its
creativity and most importantly, the tangible results - the substantial
increase in Mexican avocado sales - which surpassed our expectations."
In addition to winning gold for Communications Management, FCC also
received four awards from a selection of individual categories.
For the Avocados from Mexico campaign, FCC was presented with the
Gold Award for Marketing Communications
Gold Award for Media Relations
Gold Award for Best Use of Special Events
Bronze Award for Best Use of Electronic and Social Media
Virginia Zimm, president of FCC, was very pleased with the multiple CPRS
award wins. "It's been an incredible year for FCC and I'm very proud of
our team," says Zimm. "We're so fortunate to be working with clients who
appreciate our food industry knowledge, counsel and expertise. And we
are honoured by the national distinction from our industry peers."
The annual National CPRS Awards of Excellence recognize creativity and
excellence in public relations campaigns or projects in a number of
categories representing a broad scope of public relations activities.
Each application is judged by a panel of respected senior public
relations professionals and professors from the corporate, agency,
not-for-profit and government sectors.
About Faye Clack Communications Inc.
FCC is a marketing and public relations agency that specializes in
strategic communications for the food industry and has more than 37
years of experience promoting food in Canada. From fresh and local to
imported and value-add food products, FCC's dedicated team of 24
professionals is comprised of former journalists, trade specialists,
experienced marketers and communicators, public relations experts and
trained chefs. For more information, please visit href="www.fayeclack.com">www.fayeclack.com.
SOURCE FAYE CLACK COMMUNICATIONS INC.
For further information: For further information:
Natalie Pavlenko, Debbie Boyce
Faye Clack Communications
905-206-0577 x231, 245