19 November 2009
Penn State launches new Deli Chip range
Penn State Snacks, the company behind the UKs most successful pretzel brand has been working with our PR team to launch its first non-pretzel product, the baked deli chip.
We’ve been working with Penn State to promote the new product, available in Jalfrezi and Teriyaki flavours, to both trade and consumer publications, as well as online.
In September the chips were stocked on shelves in Morrison’s and Waitrose stores and Gardiner Richardson has supported the in-store sampling with PR featured in trade publications The Grocer, The Scottish Retailer and Talking Retail. Meanwhile the product has been promoted to consumers through regional newspapers and at The Good Food Show.
We have also worked with Penn State and Newcastle ideas agency, Different, to promote their ‘Perfect Night In’ micro-site and interactive Facebook application by contacting Facebook fan pages dedicated to subjects including X Factor and Cheryl Cole whose members are predominantly Penn State’s target audience of women aged 18-40. We posted a link to the application on fan page walls in a bit to encourage fans to play the game and engage with the brand. We’ve also set up the Penn State Snacks Facebook fan page which now has over 150 members since its launch mid-November.