Sole Canadian Companies Honoured across North America
MONTREAL, June 17, 2013 /CNW Telbec/ - On Thursday, June 13, in New York, Ultima Foods and CASACOM received a prestigious 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."
This is the second award for iögo this week. On June 11, CASACOM also received the Bronze award at the Canadian Public Relations Society (CPRS) 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 1.5 million views on Twitter during the first month. The iögomania clearly manifested itself, among other things, through consumer engagement on digital platforms and the brand continues to resonate positively everywhere. In fact, iögo marketshare reached over 10 per cent just three months after the launch while its brand awareness across Canada reached 80 per cent.
PRSA is the world's largest association of public relations professionals. Each year, the organization recognizes the world's best public relations campaigns, tactics and programs. The PRSA 2013 Silver Anvil Awards Ceremony honors organizations that have successfully addressed a contemporary public relations issue with exemplary professional skill, creativity and resourcefulness. Entries are evaluated for their strategic nature using four key components — research, planning, execution and evaluation. For more information, visit www.prsa.org and use the hashtag #PRSANVIL to follow the news on Twitter.
About the Launch of iögo
How long does it take a company to completely turn around? The Ultima Foods yogurt company had the Yoplait licence in Canada since 1971. In 2011, the situation changed when General Foods acquired Yoplait. Ultima Foods then decided to create, develop and launch its own yogurt brand, iögo. Beyond this great launch of products in August 2012, Ultima Foods, a 100% home-grown business with community values, has been discovered by Canadians.
Founded in Montréal in 2001, CASACOM is an independent public relations consulting firm that helps clients accelerate business success through communications. With offices in Toronto and in Montreal, we bring a deep understanding of cultural differences resulting in unique and highly effective communications strategies. Our firm was founded with a deep sense of integrity and humanity, and our unique approach to collaboration and excellence gives us the opportunity to truly make a difference in our clients' businesses. Our highly strategic, creative, and passionate people specialize in corporate communications, public affairs, and marketing communications. CASACOM has 100 partner offices all over the world through its membership in the Worldcom Group, the largest network of independent public relations firms in the world. CASACOM also belongs to the Canadian Council of PR Firms and is certified WeConnect Canada. For more information please visit www.casacom.ca.
Image with caption: "Annick Bélanger, Montreal office Managing Partner and Carolyn Ray, Toronto office Managing Partner (CNW Group/CNW Telbec) (CNW Group/CASACOM)". Image available at: http://photos.newswire.ca/images/download/20130617_C8866_PHOTO_EN_28093.jpg
For further information:
Kara Latta, [email protected] (416) 944-2145