Pittsburgh, PA (January 29, 2016) – Smith Brothers Agency was recognized by the Pittsburgh chapter of the Public Relations Society of America (PRSA) for its work on the “Snack Mob” Sampling Tour for client Bolthouse Farms at last night’s 2016 Renaissance Awards. Bolthouse Farms is the leading grower and distributor of carrots in the U.S., and the company also produces and sells super-premium juices, smoothies, protein shakes, café beverages and refrigerated dressings. Smith Brothers’ “Snack Mob” Sampling Tour of Pittsburgh, which took place during the 2015 Back-to-School season, featured the Bolthouse Farms Kids™ line of smoothies, fruit tubes and veggie snackers.
The Renaissance Awards annually celebrate the most innovative and creative public relations campaigns produced by the region’s leading agencies, corporations, non-profit organizations and educational institutions. More than 30 organizations and individuals were recognized this year for their work across a variety of communications channels and tactics, from digital and social media to marketing communications and media relations. Entries were judged by a panel of PRSA members from the East Central District. For the full list of winners, visit http://prsa-pgh.org/.
Smith Brothers, a digital-forward, creative agency focused on consumer packaged goods brands, created the “Snack Mob” Sampling Tour on behalf of Bolthouse Farms to raise awareness and drive trial of their kid-friendly line of nutritious fruit and veggie snacks. The unique, community-based sampling initiative, in partnership with regional supermarket chain Giant Eagle, included mobile sampling, social media, and paid media tactics (TV, radio and digital), as well an influencer program with 10 local bloggers.
Two branded mobile vehicles were deployed to more than 100 local store and community events during the promotion period – including Kennywood Amusement Park, the Pittsburgh Zoo and Pittsburgh Pirates baseball games – where the Snack Mob sampling team distributed over 90,000 free samples of the Bolthouse Farms Kids products. Feedback from consumers and sampling venues alike was overwhelmingly positive, driving an increase in purchase intent and sales.
“There’s no better indicator of success than when a sampling venue requests the product for sale following an event,” said Michael Bollinger, President of Smith Brothers. “We were honored to partner with Bolthouse Farms to deliver a fun sampling activation that not only helped parents and kids make better snacking choices, but also moved the needle for their business in a meaningful way.”
About Smith Brothers Agency
Founded by Manhattan creative veterans, Smith Brothers is a digital-forward, performance-based marketing agency focused on the Consumer Packaged Goods industry. For more information, visit www.smithbrosagency.com.
About the Public Relations Society of America (PRSA)
PRSA is the world’s largest and foremost organization of public relations professionals, counting more than 22,000 members among its ranks. PRSA provides professional development, sets standards of excellence and upholds principles of ethics for its members. PRSA also advocates for greater understanding and adoption of public relations services, and acts as one of the industry’s leading voices on pivotal business and professional issues.