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Malt-O-Meal “Walk This Way” CampaignHow could Malt-O-Meal Cereal draw consumer attention to food products displayed on the very bottom shelves of America's grocery stores?By employing America's #1 Groucho Marx impersonator, Frank Ferrante -- who demonstrated the "slouching" walk, greasepaint mustache and soaring eyebrows of the famed comedian during Maccabee Group's nine-city "Walk This Way" PR tour for Malt-O-Meal! Working closely with Malt-O-Meal's advertising agency Clarity Coverdale Fury and experiential firm Innova Marketing to drive sales, Maccabee Group employed a video PR kit containing an interview with Groucho customized for each local market to earn TV and radio appearances for its campaign spokes-legend. A Malt-O-Meal publicity survey -- which revealed that men were twice as likely as women to slurp the milk out of a cereal bowl, while women were twice as likely to feed residual milk to their dog -- – added to the fun. Maccabee Group then integrated its PR campaign with street festival sampling, televised charity donations at regional food banks, and in-store events at supermarkets, which found Groucho racing down cereal aisles to encourage shoppers to add Malt-O-Meal cereal to their carts. Best of all, Groucho’s loping walk encouraged consumers to shift their focus down to the bottom of the cereal shelf, where Malt-O-Meal was stored. The campaign result — nationwide media coverage for Malt-O-Meal products in 500 newspapers and numerous radio and TV shows, reaching more than 10 million consumers! |
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