Challenge:
The Newman’s Own brand of salad dressing was already on Canadian grocery store shelves, so the challenge was how to invigorate the brand in Canada. How could we give some bite to Newman’s Own salad dressings in Canada? Especially without the creator and American icon Paul Newman, whose face adorns every Newman’s Own food label and who was devoted to donating the profits to a worthy cause. Newman’s Own challenged Paradigm to help relaunch their salad dressings in Canada and raise brand awareness for the products along with the Newman’s Own Foundation.
Strategy & Execution:
Paradigm created a dinner and a movie event for media and key stakeholders at a popular Toronto restaurant to celebrate the growth and educate stakeholders on the future of Newman’s Own in Canada. To help put a new twist on the story, Paradigm recommended flying in A.E. Hotchner, famed playwright and co-founder of Newman’s Own, for the promotion of the brand. Following presentations from the brand representatives and A.E. Hotchner was a salad tasting, with uniquely developed salad recipes themed to famous Paul Newman movies and using the featured salad dressings. Food, charity and entertainment media were invited to try the tasty salads, to learn about Newman’s Own and to have the opportunity for a one-on-one interview with A.E. Hotchner.
Results:
Many food and entertainment media attended the event, media outlets including The National Post, Canadian Living, and The Globe and Mail
43 stories including The National Post, Toronto Sun and Edmonton Journal
Total Reach: 2,766,785