B+LNZ’s Taste Pure Nature strategy is aimed firmly at California but a news wire service was impressed by the signage and ran with it in New York’s highest profile advertising spot.
“It’s not our target area and we weren’t paying for it but it reaffirmed for us that our messaging is right in promoting our natural food,” market development general manager Nick Beeby said.
B+LNZ and its meat company partners launched the Taste Pure Nature strategy in California on March 21 with a conscious foodie population estimated at about 16 million people as the target market.
After a strong, immediate number of hits on the website the promotion is showing encouraging early results, with the digital tracking showing a good number of people are moving from the static advertising to see the marketing video.
Another good sign is that a lot of people are staying on the website for more than two minutes, an indicator of solid interest.
“The results we’re seeing are that we are getting to the right people,” Beeby said.
He expects to have enough data on market findings in the next two to four weeks to move to the next stage of the promotion.
In California the initial focus is on the high population areas of Los Angeles county and the bay area of San Francisco.
