Just Born breaks first Canadian campaign
By Adnews Staff
Candy company Just Born of Bethlehem, PA has begun its first Canadian advertising campaign for its Mike and Ike product line. The campaign will run in Ontario, with a focus on the Greater Toronto Area, until September. Called "Sample This," it consists of transit advertising and radio commercials, as well as a website at <http://www.mikeandike.ca>. Visitors to the site can enter a draw for various prizes. In-store materials are also in use. A sampling program will take place at 30 events during the summer. "Canada represents a very important market for us," said Donald Houston, senior brand manager at Just Born. "We wanted an impactful, high frequency campaign that would strengthen the connection Mike and Ike has with our key teen and young adult audiences." Get Insight is providing research and account management services for the Canadian campaign. Media buying is being handled by Mediaworx, while in-store promotions are being conducted by Bluesky Strategies. The contest and online work were done by Amplitude Marketing Group and Pipeline Interactive. The sampling program will be implemented by Boom Marketing.