How do you promote sales by cutting the cheese?
Polly-O® wanted to test the market for a fresh mozzarella with advantages over those made daily in Italian delicatessens. These benefits had to be touched and tasted to be believed.
The Preston/Tully Group created a sales demonstration kit that maintained product freshness and contained promotional literature. Prospects conducted “cuttings” using the instructions and knife enclosed, and a direct response card enabled operators to obtain product recipes, newsletters and profit-making ideas. A coupon completed the sale by providing an incentive to purchase the product while enthusiasm was high.
This successful launch enabled Polly-O® to quickly garner a significant share of the fresh mozzarella market, and to introduce the product into previously untapped foodservice market segments.
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