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.