Associations of Dressings and Sauces

www.dressings-sauces.com

Making news in a competitive media environment

Situation: The Association for Dressings and Sauces, an international trade association representing the manufacturers of salad dressings and condiment sauces and the suppliers to the industry, sought to promote the positive health benefits of salad dressing.

Unique Positioning: Eating a salad a day is a quick way to get six key nutrients in one easy meal.

Strategy: Encouraging salad consumption would pave the way to focus on the positive aspects of salad dressings.

Tactics: With funding by the Association for Dressing and Sauces, the UCLA School of Public Health and Louisiana State University Health Sciences Center conducted a study that examined salad consumption and nutritional status of more than 17,000 adults in the U.S. The study revealed that those who eat salads and raw vegetables with salad dressing have considerably higher levels of key nutrients, such as vitamins C, E, and folic acid, which promote a healthy immune system and reduce the risk of obesity, heart disease and other chronic illnesses. Kellen devised and executed a customized, scalable and targeted campaign, called “Salad a Day” in conjunction with the publication of the study in the September 2006 issue of the Journal of the American Dietetic Association (JADA). Kellen created a customized, interactive Web site around the campaign: www.saladaday.org which hosted details of the program. Collateral developed included: logo, “Salad a Day” press kit folders, Press Kits, Press Releases, Mat releases, Media advisories, Web site, Signage, and Customized invitations/menus

Results:
There were more than 835 placements resulting in 146 Million impressions. Print coverage included Wall Street Journal, Atlanta Journal Constitution, The Washington Post, Good Housekeeping and UPI. Television coverage included WABC-TV New York, KABC-TV Los Angeles, KGO-TV – San Francisco, WGCL-TV Atlanta and WLS-TV Chicago.