Challenges of Product Launch
Tackled by Lighthouse Marketing
The Situation:
The International Company of Uncle Ben's was faced with the challenge of two first-time
events at the same time, when launching their Rice Bowls line. Not only were they
moving from the dry to the frozen section of the grocery store, but they were introducing
their first complete meal-for-one product.
The Inspiration:
The Lighthouse Marketing team created a plan to educate the distributors, grocery chains
and customers, while creating excitement for the new product.
The distributors and key accounts received a visit from the celebrity actor and chef, Dom
DeLouise, who added a culinary credibility to the Rice Bowls.
Consumers were educated and encouraged to make that first purchase through attention -grabbing freezer clings, sampling and FSI's.
The Results:
The Lighthouse Marketing team created a hit which was deemed a success by the client,
and led to additional product promotion opportunities. The product distribution goals for
the launch were exceeded.
