Case Studies: Fleischmann's Yeast

Targeted Advertising to New Demographic Group

Objective
AC Nielsen research demonstrated that the percentage of yeast users between the ages 25 to 39 was not far behind the more mature group that Fleischmann’s Yeast had been focused on in their previous marketing communications efforts. Our goal was to target the younger group using youthful images and a contemporary approach.
 
Strategy
DMC created a new campaign which was directed to young marrieds and singles. One of the ads showed youthful couples gathered around the television watching weekend football. Our headline urged readers to “Support the Home Team with Home-Baked Treats”. A national Carol Wright mailer featured a workplace scenario, showing young executives enjoying office celebrations. One of the models in these photos was photographed retrieving recipes from his laptop computer to encourage young bakers to access the Fleischmann’s Yeast website for recipes.

Results
Spectra index data continues to show growth in the 25 to 39 year segment. Our library of photography allowed us to reach younger bakers through diverse media. The youthful, upbeat message attracted an increasing number to become Bread Brigade members at www.breadworld.com.