The Can Manufacturers Institute is “the national trade association of the metal and composite can manufacturing industry,” according to their website. It places focus on an environmentally conscious behavior, health and convenience. Through the promotion of these benefits, CMI communicates these messages to consumers and media. However, the recognition of a gradual and steady decline in sales over the last ten years triggered a reactive response from CMI. The research revealed that consumers were not informed about the lesser-known benefits of canned food, which would potentially have the greatest impact on consumer encouragement.
In February 2013, CMI launched the fully integrated, nationwide campaign Cans Get You Cooking. The campaign …show more content…
Two-way communication was enforced on its social media platforms. Users were able to comment and discuss in the forum sections of blogs and social media. All platforms have a designated person who replies to any concerns or general questions. Opinion leaders were a major contributing factor for Cans Get You Cooking. Popular bloggers were selected to promote the campaign on a variety of different blog forums. The blog themes ranged from nutrition and fitness to parenting lifestyle. The campaign has a selective exposure when it comes to effective communication principles. As mentioned earlier, Cans Get You Cooking targeted two specific audiences. Women and men with children were the primary and secondary audience targets. The versatility of the campaign makes it so that other people could also benefit from canned foods, but a selective exposure narrows down objectives for a campaign. Cans Get You Cooking then invited these audiences to participate in the Cantry Cook-Off Recipe Contest. During the month of February, Kelsey Nixon hosted and judged a contest that encouraged canned food users to create a recipe using at least two canned food items. The winner received 5 thousand dollars. This form of audience participation is fun and simple enough to make people want to participate. Source credibility also played a role here. Kelsey Nixon is an American chef who hosts her own series on the Cooking Channel. “Kelsey’s Essentials” is devoted to “fast, fun and affordable meals for college students.” Her series and cookbook have both been successes for Nixon. There were effective verbal cues utilized in the campaign. The use of the word “cantry” was well developed and carried in the majority of the key messages. Cans Get You Cooking also provided effective nonverbal cues through pictures of the recipes that were created using canned foods. These pictures were featured on the websites as well on
In February 2013, CMI launched the fully integrated, nationwide campaign Cans Get You Cooking. The campaign …show more content…
Two-way communication was enforced on its social media platforms. Users were able to comment and discuss in the forum sections of blogs and social media. All platforms have a designated person who replies to any concerns or general questions. Opinion leaders were a major contributing factor for Cans Get You Cooking. Popular bloggers were selected to promote the campaign on a variety of different blog forums. The blog themes ranged from nutrition and fitness to parenting lifestyle. The campaign has a selective exposure when it comes to effective communication principles. As mentioned earlier, Cans Get You Cooking targeted two specific audiences. Women and men with children were the primary and secondary audience targets. The versatility of the campaign makes it so that other people could also benefit from canned foods, but a selective exposure narrows down objectives for a campaign. Cans Get You Cooking then invited these audiences to participate in the Cantry Cook-Off Recipe Contest. During the month of February, Kelsey Nixon hosted and judged a contest that encouraged canned food users to create a recipe using at least two canned food items. The winner received 5 thousand dollars. This form of audience participation is fun and simple enough to make people want to participate. Source credibility also played a role here. Kelsey Nixon is an American chef who hosts her own series on the Cooking Channel. “Kelsey’s Essentials” is devoted to “fast, fun and affordable meals for college students.” Her series and cookbook have both been successes for Nixon. There were effective verbal cues utilized in the campaign. The use of the word “cantry” was well developed and carried in the majority of the key messages. Cans Get You Cooking also provided effective nonverbal cues through pictures of the recipes that were created using canned foods. These pictures were featured on the websites as well on