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Category: Interactive

The T. Marzetti Co. family of iconic specialty food brands includes Southern regional favorite Sister Schubert’s Homemade Rolls. To help the brand expand nationally, Werth created a highly integrated campaign that used digital, national media relations, social media and advertising strategies to boost brand awareness and encourage product trial.

The center of Werth’s campaign was the new sisterschuberts.com Web site, which positioned company founder Sister Schubert as a lifestyle expert and engaged visitors through rich content including videos, tips on creating quality time, recipes and interactive elements. Placements in elite media such as The New York Times, combined with extensive blogger outreach and development of fan bases on Facebook and Twitter helped the campaign exceed all goals — driving a 10 percent annual increase in sales, a 3 percent increase in market share and yielding more than 320 million impressions in traditional and online media. In less than a year, monthly traffic to the new Web site increased by 400 percent, driving comparable increases in time spent on site and number of pages per visit.