As part of its Feature Flavor Program, Mayfield Dairy introduces new, limited-edition ice cream flavors each year.
In 2006, it wanted to develop a campaign that would help introduce four new flavors while strengthening brand loyalty among consumers in the Southeast and increasing sales. So it asked Waterhouse Public Relations and The Johnson Group ad agency to come up with a plan that would help meet its goals.
Strategy
They launched Flavor Decision '06, an integrated effort in which consumers were charged ...