| We recognized Gonnella had little or no awareness outside
of its existing market area. The imagery they did enjoy
within their market area might yield some strengths to
leverage. |
A strong heritage of Italian family traditions was very
positive imagery for the baking category. It immediately
gave a high quality perception to their new product. |
We communicated Gonnella’s RealBrand
through a series of direct mailings to key prospects.
A web site
was developed to support this initiative and provide additional
reinforcement of their RealBrand. This program secured
Gonnella distribution in three of their top ten national
prospects. |
