 |
   |
Visit min's sister site:  |
|
|
|
|
THE MONEY SHOT
Martha Stewart Curates Harry and David Gift BasketMonday, October 10, 2011 As magazine publishers ramp up their integrated marketing efforts, legendary brands are finding new ways to put an editorial imprimatur on products of all kinds. One sensible .jpg) marriage of publishing brand and client involves a major holiday push by Martha Stewart Living Omnimedia on behalf of specialty food retailer Harry & David. In the first pairing of the two brands, Martha Stewart Living helped design a signature gift basket for their partner called “Harvest for the Holidays…#157.” The basket itself is just part of an unprecedented 360-degree marketing partnership between the two companies that promotes Harry and David to MSL readers by offering them what we know they already like…the Martha Stewart brand. In addition to a basket filled with the usual designer pears, chocolate truffles and Moose Munch, the basket also includes a copy of the book Martha Stewart’s New Pies and Tarts. “One of the big insights we had with Harry and David is what do people do with all of that fruit?” says Kerry Tucker, VP of Integrated Marketing, MSLO. Give them a way to use the fruit, they thought – offer a cookbook. “We decided to include something from Martha Stewart that was familiar to our readers,” she said. In addition to the packed-in cookbook, customers who purchase this $134.95 basket or make any order through the program with Harry and David will also get a subscription to one of several MSLO titles. MSLO was in the running against two competitors for the Harry and David business and after several pitch rounds this summer emerged as the winner of the entire campaign budget. The program launches formally on October 17 at HarryandDavid.com/HarvesttoHolidays but involves a multi-pronged media buy. The retailer is taking advertorial pages in the seasonal issues of MSL and using 2D mobile tags in-book for offers. On the Web, a special rich media unit will expand to offer an embedded catalog of gift baskets and holiday tips. Harry and David will sponsor a three day live radio hotline featuring Martha Stewart and guest chefs. The social media channel will get a holiday themed Twitter chat. And Stewart’s TV program on the Hallmark Channel will integrate the co-branded gift basket on-air. Tucker says MSLO’s big win of the Harry and David business was likely a result of their ability to commit editorial voice and expertise to the program. The editors at MSL are actively involved in curating the gift basket and even designing the look and feel down to the color of the ribbon. “We put a little skin in the game,” says Tucker, by bringing proven MSLO product into the offering and pulling the Harry and David brand into a comprehensive execution across every platform the publisher touches. She admits the effort took massive coordination across all of the MSLO and Harry and David groups. “It took all of the internal and external staffs,” she says. “It even went to the point of retail. We had to get the Pies and Tarts book into those baskets." And retail is the bottom line for this campaign. Ultimately, Harry and David’s goal is to drive purchase, so the MSLO plan was to leverage both media to promote awareness but also Martha Stewart’s own consumable assets to help sweeten the deal. “When we talk about our Omnimedia deals, this is the way we approach all of them,” says Tucker. “How do we understand at the end of the day what they are trying to accomplish.” MSLO says that the Harry and David curated basket indicates a direction the magazine brand is taking under new editor-in-chief Pilar Guzman, in that it brings more of the editors’ voices and expertise more visibly into all of the brand extensions.
Take min's fun quiz and find out how magazine-savvy you are! COMMENTS
|
min's Digital Media Summit
App Central min's App Central (for min subscribers only): Stay on top of mobile app developments with exclusive app reviews, analysis and data. 
Please enter the following information to have a link to The Skinny emailed to your iPhone:
White Papers
min Contests
min Press
 Events Calendar
min's Integrated Marketing Awards |
.jpg)
.jpg)
.jpg)
| Copyright © 2012 Access Intelligence, LLC. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Access Intelligence, LLC is prohibited. For more details please see Terms and Conditions. |
