An Integrated Social Media Product Launch Campaign for Bergader edelblu Cheeses

Maximize, Boost, and Amplify Your In-Store Profits with edelblu Cheeses

Objective:
To establish Bergader’s edelblu cheeses as a premium offering in the U.S. market by positioning them as not only a gourmet delight, but also a profit-driving product for retailers. The campaign aimed to captivate category buyers leading up to the IDDBA Show and highlight the potential for increased revenue through complementary product sales and enhanced consumer experiences.

The Strategy:
Thought For Food & Son developed and executed a comprehensive 10-week B2B campaign that leveraged its expertise in food marketing to create maximum impact. The multi-channel strategy was designed to:

• Build awareness and excitement around Bergader’s edelblu cheeses.
• Demonstrate their potential as category growth drivers for retailers.
• Showcase Bergader’s craftsmanship and quality to targeted buyers.

Key campaign components included:

1. Engaging Social Media Strategies:
• Targeted LinkedIn campaigns focused on category buyers, distributors, and retail decision-makers.
• Creative content featuring recipes, pairings, and serving ideas designed to inspire retailers and highlight the versatility of edelblu cheeses.
• A branded hashtag, #edelbluExcellence, to amplify awareness and engagement across platforms.
2. Targeted Direct Mail and Print Advertising:
• Direct mailers featuring compelling visuals and messaging were sent to category buyers, emphasizing the profit potential of carrying edelblu cheeses.
• Print ads in leading food trade publications underscored the premium quality and profit-driving potential of the product.
3. Strong IDDBA Show Support:
• Branded lobby displays and on-site materials created a memorable presence for Bergader at the show.
• Tasting sessions allowed buyers to experience the superior flavor and quality of edelblu cheeses firsthand.
• One-on-one buyer meetings ensured personal engagement and direct feedback.
4. Food Trade PR Initiatives:
• Press releases and thought leadership articles highlighted Bergader’s heritage, commitment to quality, and the unique attributes of edelblu cheeses.
• Pitches to key food trade publications secured editorial features and enhanced visibility.

The integrated campaign delivered impressive results, achieving the primary goal of creating strong awareness and excitement among category buyers: