Since opening the US market for stevia-based sweeteners in 2008, the Truvia brand has led the natural sweetener category and now holds a 61% market share.
Leveraging the talent and creativity of its agency partners, including Creature, Universal McCann, Mars Advertising, Periscope and RF|Binder, the marketing campaign includes 30- and 15-second television spots that will air nationally on network and cable television.
Radio and social media will drive a consumer call to action and create local market buzz. Print, out-of-home and online ads will run on media properties focused on lifestyle, wellness, entertainment and epicurean topics.
The launch also includes digital and social media campaigns, coupons, in-store and consumer sampling programmes, and public relations.
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