Amusement Park PR client Chicken of the Sea needed something big to officially blow out the final candle on its 100th birthday in 2014 – which turned out to be even more successful than both parties envisioned.
The iconic American brand celebrated its 100th anniversary by splitting $1 million among 100 different charities, nonprofits and deserving individuals focused on doing good. It was one of the largest Pay It Forward campaigns in consumer packaged goods history.
To promote the effort, Chicken of the Sea decided to forego traditional advertising, instead focusing on earned media through public relations. Amusement Park PR delivered by putting its client in the spotlight over numerous mediums in 2014, including a national television launch and nearly 2 dozen major market TV appearances to follow. The efforts even resulted in DGWB winning the PRSA Los Angeles Chapter Award of Excellence for 2014 in November – this, from an OC-based agency.
But how did Amusement Park PR wrap the whole thing up?
It started with piling onto national headlines by reaching out to the ‘Iowa Tipping Couple’ who famously over-tipped their restaurant waiter $100 for bad service in a random Pay It Forward gesture that went viral. When Chicken of the Sea surprised the couple with their own $10,000 Pay It Forward check at their doorstep live on the local NBC station, the brand reached an additional 90 nationwide markets after other NBC affiliates ran it on their news block later that evening.
The ultimate end to the party quickly followed: Inside one month, Chicken of the Sea was featured five times on national TV shows giving away the last of its $10,000 ‘Gratitude Awards’ to individuals in need. These included appearances on the TODAY show, The Talk, The Price Is Right and two separate appearances on The Meredith Vieira Show.
By the end of Chicken of the Sea’s 100th anniversary celebration, the brand received unprecedented results:
• 3 billion impressions | all from earned media through public relations
• $1.5 million in advertising value
And ultimately, Amusement Park PR has been retained by Chicken of the Sea as its AOR for 2015.