ADA's Food & Nutrition Conference & Expo
Strategy
- Educate attendees and build awareness surrounding the heart health benefits of pistachios among one of the WPA's key target audiences, nutrition and health professionals
- Generate traffic to the website (through branded sample cups) to increase general pistachio awareness
- Differentiate the benefits of pistachios (compared to other nuts) by promoting key research findings at the conference
- Gather contact info from attending professionals (RDs, physicians) that we plan to utilize in future programming
Creativity
- Handed out re-usable, branded sample cups that were in high demand at booth
- Established relationships with key nutrition health professionals that we will be able to leverage in the future
- Distributed press release announcing study results on PR newswire and pitched news to select health and food media
- Initiated next steps regarding ongoing communication with ADA attendees (quarterly newsletter, etc.)
Results
- ADA attendees went NUTS for U.S. pistachios! We went through approximately 2,500 sample cups of pistachios
- Press release received pick-up from more than 110 online print and broadcast outlets and reached more than 3 million people; some of the top online outlets include Reuters, Crain's Chicago Business and Los Angeles Times
- Secured placements in print and online media outlets: European web-based online publication, BakeryandSnacks.com, the Orlando Sentinel (reaches 637,260 readers) and Today's Grocer, a Florida-based publication that reaches 78,000 readers
