Client: Del Monte
Goal: Brand Exposure
Coverage: 200+ media hits
Social Shares: 10K+
PR Value: $2.5M
Lead Story Yahoo!
CBS Radio Network (117 Stations, 26 Top Markets)
75+ Local TV Stations (17 of Top 20 U.S. Markets)
Women's Day magazine
Country Life magazine (Heavy Canned Food Demo)
Del Monte wanted to boost its Thanksgiving sales but didn’t have any budget remaining for traditional television, radio, or print advertising. Del Monte’s marketing team asked PR Hacker to come up with a creative way to keep Del Monte green beans top of mind — especially by featuring its classic green bean casserole recipe.
To create news that a broad range of mass media outlets would cover in the two week lead-up to Thanksgiving, PR Hacker created the Del Monte Green Bean Index — a ranking of which U.S. states love green bean casserole the most.
Leveraging our in-house market research team, we conduct a survey of 2,000 U.S. residents in under 48 hours, resulting in an individual ranking that could be pitched locally in each state (with Kentucky ranked #1 nationally). Because we knew that the story could work well on local TV, PR Hacker’s in-house video production team also filmed and edited ready-to-go video B-roll of Del Monte product and recipes.
The result: Not only did we generate 200+ media hits and 234M impressions, but Del Monte experience an 11% sales lift compared to the prior year with no other marketing or paid ads.