Canadian communications firm CASACOM and its client, Ultima Foods, have been selected as finalists for the Public Relations Society of America’s (PRSA) Silver Anvil public relations award in the Reputation/Brand Management — Business – Companies with Sales up to $500M category, for the iögo campaign that led to one of the most notable Canadian product launches in recent years. Out of 144 businesses selected from 847 submissions, CASACOM is the only Canadian communications firm that made the shortlist. PRSA is the largest global association for public relations professionals, rewarding the world’s best campaigns, strategies and programs.
The award ceremony will take place on June 13 in New York City. “For us, it is already a victory. We are extremely proud of this exceptional international recognition which highlights the efforts of our entire CASACOM team across Canada, and especially the confidence of a courageous and visionary client,” said Marie-Josée Gagnon, President and Founder of CASACOM.
About the iögo launch
How fast a company can turn around? Ultima Foods (UF) had the Yoplait license for Canada for 40 years. In 2011, the situation changed when General Mills acquired Yoplait. UF then decided to launch a complete new brand of yogurt called the iögo brand – “the new way of saying yogurt”. CASACOM helped UF transition from its 40-year heritage of being a ‘Yoplait’ company to one with a new vision and culture and creating what is now as known as “iögomania.”
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