Schlackman Dedicated to Solution-Driven Marketing & Design AWARDS The surest way to corrupt a youth is to
instruct him to hold in higher esteem those
who think alike than those who think differently.
–Friedrich Nietzsche CREATIVE DIRECTOR VENDING TIMES Outstanding Readership Response As Measured
Against All other Ads Appearing in SIGNET RESEARCH INC AdStudy Award In recognition of advertising which achieved outstanding readership response as measured against all other ads
in Food Management CASE STUDY #1 Every year, TFG is responsible for creating a promotional recipe book for FDOC to give to restaurants, chefs, and food operators. Each recipefeatured Florida citrus as a
In 2010 the theme was "street food", and it became my turn to create the book.
Instead of just re-designing the usual spiral bound book from past years (employing the new theme), I chose to create something more promotional and useful for the end user.
I designed a series of recipe cards that captured the "street" theme and placed them in a paper bag– similar to what a customer could expect to get when buying food from a street vender. FDOC said the concept was the most unique solution they had ever had for their yearly campaign. It was very well recieved by end users
as well. RESULTS: CHALLENGE: Recipe Book CASE STUDY #2 Rebranding Campaign CHALLENGE: Due to a parasite which destroyed most of the Salmon from America's primary importer, Norwegian Salmon decided it wanted to start importing their fish back to the American market in large numbers. They essentially wanted to take advantage of the opening, fill the void, and even grow the market for salmon.
But they had 2 problems they needed to address
Norwegian Salmon is farmed, which is
perceived as having less quality
than wild Salmon
Salmon is not an American staple (like
chicken) because it is perceived as being
difficult to prepare.
SOLUTION: ® An ad campaign was created to show the pristine environment where the product came from. These were placed in high-end food publications like PLATE.
SOLUTION: A website was launched featuring videos explaining quick and easy recipes to use with Norwegian Salmon. The site served as an educational and promotional tool for the product as well.
SOLUTION: RESULTS: The social media arm of the campaign included:
tips and promotions posted to Twitter
user generated content
chef preparation videos posted to Youtube
professional blogging and more
All these elements were coordinated to keep pushing the messaging of the brand.
About a year into the campaign, I found myself sitting at a restaurant with my wife's family. We were looking at the menu, and my wife's 90 year old grandmother said, " They have Norwegian Salmon here, that's the good stuff!"
SUCCESS! To find out more about me
and to see more of my work,
go to jon.schlackman.net
or check out my Linkedin profile
See the full transcript