"We have a great product with a very loyal following and as we look to broaden our awareness of the brand and grow our consumer base we have decided to embark upon a more aggressive and visible marketing plan," said Ralph Tschantz, SVP Marketing for YoCrunch. "Fathom brought us a brand idea and communications plan that really captured our product innovation in a way that will resonate with our `Mean Well Mom' target audience and help meet our aggressive growth plans."
"YoCrunch is a marketer's dream-a product idea that truly delivers against a clear white space in its category and a brand that has already generated a very loyal, passionate following even without the benefit of a concentrated marketing push," said Peter Groome, co-founder and CEO of Fathom. "Our job is to capture what drives such a loyal customer base for YoCrunch and to focus that story to the many Moms who have yet to be exposed to the brand."
YoCrunch has brought real innovation to the yogurt category by being the first to combine toppings like granola, M&M'Sr Chocolate Candies, Reese'sr Piecesr candy, OREOr cookie pieces and Butterfingerr candy with their yogurt products which include Fruit Parfait, Greek, Greek Parfait and 100 Calorie products. YoCrunch offers moms and their families a more fun and tasty way to enjoy all of the nutritional benefits of yogurt.
YoCrunch has partnered with Fathom to develop a national communications platform that reinforces both the nutritional and fun aspects of the brand while engaging mothers looking for an "anytime" family snack. "It's YoCrunch Time!" is 100% digital- and social-media focused, executed with the support of partner agencies The Gary Group (media planning, digital media production), SPM Communications (public and media relations, social media strategy) and Twist (website, social media development).
In a departure from the category conventions, the new campaign engages moms via unique online games tied to coupon offers, as well as ongoing social media content and outreach. Aimed at encouraging conversation and fun around the brand's unique offering, the effort also includes dedicated discussion space on the brand's redesigned Facebook page that invites moms to chat with each other and with the brand, while YoCrunch's Twitter feed keeps moms engaged with helpful, fun and timely discussion starters. In addition, display advertising drives consumers to the new games and to YoCrunch's recently redesigned website catering to moms seeking ideas to provide both wholesome and fun snacks to their families. YoCrunch also plans to appear at the annual BlogHer convention in San Diego, August 5 and 6.