Depicted above is the most successful multi-level content marketing and event campaign ever created for a grocery store. It was copied by Target Corporation in Houston for $1,500,000.00 and the ROI was nowhere near the same.
I know, because I had to practically sue another PR firm for copying the idea. Once I cooled off, I just realized that imitation in the online world is the sincerest form of flattery. Plus, its not every day that you get to dress up 14 elite models in 60 different outfits created by 7 master chefs and parade them down a runway built over the cash registers to christen a new grocery store.
While technnomics and other data firms religiously track the industry, there is really no quantitative way to prove that this was the "most successful campaign ever created for a food retailer." If you are a brand manager, however, just ask yourself if you've ever seen a grocery store discussed on local, national and international media both online and offline for a week.
If you are interested in hearing more about how we, ABGD, can design buzz please visit www.buzzthatbrands.com
P.S. And yes that really is a six pound lobster on that model's head. And the guy was a beefcake. Byerly's still remembers to this day, "You Are What You Eat."
