Allebach Communications rebrands Mama Lucia® Meatballs, and launches new "Love Your Mama" campaign
Souderton, PA: Allebach Communications, a full service food & beverage marketing firm and AOR for Reading, PA based Quaker Maid Meats, Inc., have announced the re-brand and launch of the Mama Lucia® Meatball Brand with a multi-million dollar media campaign.
Facing flat sales in a commoditized, price-driven category, Quaker Maid turned to Allebach for a marketing plan to re-introduce the brand, increase market share - and make Mama Lucia the meatball of choice in the frozen category.
"From consumer research, we knew step one was to build the brand at store level," said Jamie Allebach, Chief Executive & Creative Officer of Allebach. "Consumers were buying frozen meatballs, but no one was really buying brands-just what's on deal. We saw this as a huge accomplishment to become the meatball category brand. Redesigning the packaging with a much higher level of appetite appeal and bringing in the romance of Italy were two things that we knew would work well for Mama Lucia. The new designs were instantly recognizable, emotionally appealing, and looked delicious, unlike any competitor in the frozen case."
A re-launch campaign connecting the warm, loving feelings people have for their 'Mamas' with Mama Lucia was a natural fit for the brand. Using the theme "You'll Always Love Your Mama," Allebach began a conversation about Mamas with consumers, using a mix of mass media, targeted tactics, and trial to drive reach.
The campaign creative builds a humorous but heartwarming story around family members that leave special "I Love Mama" notes for mom, serving up memories and emotions with the brand message of delicious, authentically Italian family meals.
View full campaign at: http://allebach.com/
About Mama Lucia: Mama Lucia is located in Reading, PA, and offers a variety of frozen meatballs, which include Italian, Homestyle, Beef and Turkey, with more innovative products on the way. For more information, visit http://mamaluciameatballs.com.
About Allebach Allebach Communications specializes in food and beverage marketing. Allebach has been in business for nearly 30 years, serving regional, national, and global clients and brands such as Utz Quality Foods, Entenmann's, Steak-Umm, Philly Gourmet Burgers, Alouette Cheese, Red Rose and Salada Teas, Hatfield Quality Meats, Icelandic Seafood, Pretzel Crisps, and Sabra Hummus, Inc.
For more information visit www.allebach.com/