CRN’s challenge was to help reverse a double-digit sales decline at the brand, and the solution was to create an actual character of Mother.
Hamden, CT (PRWEB) December 21, 2015
Mediapost once again has named CRN International as one of three finalists for its Creative Media Award in the audio category.
The radio marketing company was cited for its “Bringing Mother to Life” radio campaign in which it helped resuscitate the Mother’s Cookies brand, currently under the Kellogg’s banner.
Mediapost received hundreds of entries for the 17 categories of Creative Media Awards. The awards were established 11 years ago as the only awards program that specifically honors creativity in media, recognizing both the idea that drove the campaign and the execution of that idea.
The winner of the CMAs will be announced at a reception Jan. 28 in New York.
CRN’s challenge was to help reverse a double-digit sales decline at the brand, and the solution was to create on radio an actual character of Mother, finding the right talent to make her relevant and relatable to moms with young children. “Mother” delivered a variety of useful content for moms as well as radio messaging, from price promotions at retailers to sweepstakes and short messages in a funny yet authentic manner. The campaign shifted fortunes and provided a sales lift for the Kellogg’s product.
About CRN International
CRN International is a radio marketing company with experience in not only planning and buying audio platforms, primarily radio, but in pioneering new strategies and approaches that give clients significant competitive advantages. Marketing solutions are based on a combination of art, science, history, intuition, market intelligence, and—most importantly—the business objectives of clients, some of the world’s most well-known brands. The company is headquartered in Hamden, CT, with offices in New York, Minneapolis, Detroit, and Hershey, PA.