Furmano's Sea Salt Launch
Furmano Foods is a regional producer specializing in a variety of high
quality canned tomato and vegetable products. To appeal to health-conscious
consumers seeking great tasting lower-sodium items Furmano's reformulated a
line of retail tomato products using sea salt. Donovan developed a two-year
program to introduce these products which included: overall strategy
development, FSI, retailer specific direct mail, shelf talkers, in-store
banners, e-blasts and public relations. The direct mail alone had a 24%
response rate.
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