New Brand Launch
An introduction of a new product line for the client, their fist foray into frozen meals. The brand was launched on the Eastern Seaboard of the US and in Trinidad and Cayman Islands
The Agency developed an advertising campaign to positioning the brand as the convenient alternative for authentic Jamaican and Caribbean meals. A media and interactive strategy were designed and implemented to reach very specific targets in the Caribbean Diaspora in key US markets; supported by PR activations in consumer and trade press.
Successfully established Caribbean Traditions as the quality brand in the Caribbean frozen meal space in the Diaspora communities in the US, with significant crossover sales to the mainstream US consumer.