Gourmet Garage
A case study in co-marketing collaboration
Gourmet Garage has proudly supported WNYC, the largest public radio
station in America, for many years by underwriting programming and
keeping staff/volunteers well-fed during the long hours of pledge
drives. Gourmet Garage developed Radio Roast, a special coffee blend
to further assist WNYC Radio by donating 100% of net profits. Gourmet
Garage, which was founded in 1981 as a wholesale distribution company
servicing New York’s finest restaurants, has five retail outlets
in Manhattan.
The Challenge: The challenge was two-fold, since
the effort was a co-marketing collaboration. We aimed to increase
visibility to current and potential patrons of Gourmet Garage, while
increasing supporters of WNYC Radio.
The Solution: We launched Gourmet Garage’s
Radio Roast brand to promote the goodwill efforts of Gourmet Garage
and developed a unique press kit to spark media interest for this
first-time collaboration. The press kit consisted of an 8-oz bag
of ground Radio Roast coffee, a WNYC coffee mug, a press release
detailing the WNYC/Gourmet Garage collaboration and a product shot.
The Results:
- In-store events were developed with WNYC Radio personalities.
These carefully orchestrated events significantly increased store
traffic and boosted product sales by 25%.
- Radio Roast coffee samples were donated to the Newswomen’s
Club of New York to include in goodie bags at the Front Page Awards
event held at Tavern on the Green. The top 250 journalists in
New York received the Radio Roast product in goodie bags, which
served to maximize the product’s visibility. Gourmet Garage
also received a listing in the Front Page Awards Journal.
- The client received national media coverage (i.e. Specialty
Food Magazine, Brandweek, Inc. Magazine, Supermarket News) during
the course of the campaign.
- Throughout Fall 2003, WNYC listeners heard daily radio spots
announcing the availability of WNYC Radio Roast and acknowledging
the support of Gourmet Garage.
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