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Driving Sales, Building the Frango Brand and Breaking a World RecordHow could Marshall Field’s most effectively launch its 2nd Annual Frango Win-a-Mint Game, driving sales of Frango Mint Chocolates and generating renewed brand loyalty for its Marshall Fields stores?By having Maccabee Group concept and coordinate the retailer’s successful attempt to break the Guinness Record for the World’s Largest Box of Chocolates. The 2,002-pound Frango chocolate box, a 15-foot by 7-foot replica filled with 90,000 individual candies, was unveiled outside the Field Museum in Chicago – which just happened to be hosting a “Chocolate Exhibition.” Every TV news station in Chicago featured Maccabee Group’s event, resulting in hundreds of TV stories in all 50 states. The Minnesota chapter of the Public Relations Society of America hailed the Frango campaign with its Classics Award for Best Special Event of the Year. But more importantly, virtually all TV coverage specifically mentioned Marshall Fields and its unique Frango name – a sweetly strategic boost for the Marshall Fields brand! |
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