Friendship® Dairies was faced with the challenge of reaching time-pressured, family-oriented, B.S.-averse women who are on a tight budget. Partners + Napier needed to do something truly different in the dairy category to get the attention of these busy moms.
To meet the challenge, this month the agency launched a fully integrated advertising campaign for Friendship® all natural cottage cheese that doesn't show the product in the ads.
With a simple, clean design, the ads feature containers of cottage cheese that have already been devoured, with headlines like "Excessive Spooning May Cause Hand Cramps" and "Save Your Willpower for Something Bad." The empty containers remind consumers that it's alright to have a few extra scoops of healthy food, reinforced by the campaign tagline "Dig in. It's only natural."
The campaign features a mix of print, shopper marketing materials, FSIs, point-of-sale, tradeshow, and digital components. Partners + Napier also partnered with the word-of-mouth (WOM) marketing company BzzAgent® to spread the word through "mom brand ambassadors" who have tried and become fans of the Friendship® Dairies brand.
Partners + Napier is helping to liberate the promise of Galbani® cheese, Italy's favorite cheese brand, with a sampling promotion and sweepstakes launched earlier this month. The promotion sets the stage for Galbani's official brand launch in the United States next year, with Galbani® cheese being produced in America for the first time this summer.
With help from Zoom Media, the agency created a West Coast campaign based in San Francisco. Brand ambassadors are currently distributing free samples of Galbani® Mozzarella FrescaTM fresh mozzarella cheese to the city's inhabitants, traveling by Vespa® to popular San Francisco landmarks like Giants Stadium, Fisherman's Wharf, and the Ferry Building.
In addition to free Galbani® cheese samples, ambassadors hand out brochures with information about the brand, a $1 off coupon for any Galbani® Mozzarella FrescaTM fresh mozzarella cheese product, and an opportunity to enter the Essence of Italy Viva La Vespa® sweepstakes to win a Vespa®. Sweepstakes entries can be submitted online or via text message.
Bright and early at 7:30 AM on Saturday, August 7, seven cyclists from Partners + Napier set off to ride for a cure in this year's Bike MS event: The Finger Lakes Challenge. The course stretched up to 104 miles long.
This year was the 25th anniversary of Bike MS in New York's Finger Lakes region, and the agency's fourth year participating in the event.
Team Partners + Napier included creative director Mike Baron, creative director Jeremy Schwartz, senior art director Scott Loftus, creative group supervisor Ann McAllister, chief strategy officer John Roberts, creative supervisor Jeff Hopper, and agency partner and photographer Scott Hamilton.
Around 280 people ride in local Bike MS events every year. Some belong to corporate teams, but most participating cyclists are driven by personal connections to multiple sclerosis in their community.
Mike Baron took first place in this year's challenge, completing the course in 5 hours and 35 minutes.
Collectively, the Partners + Napier team cycled over 50 hours for the cause.
Dedicated to fighting MS on and off the road, the agency spent over 100 hours creating an integrated campaign for Bike MS, a tradition for the past three years. This year's campaign included two versions of a poster, 25th anniversary lapel pins, t-shirts, and an outdoor banner. The agency was also a Bike MS sponsor.
Congratulations to all of our cyclists on a great ride! Your passion to make a difference in our community continues to inspire us all.
In addition to its recent achievement of being named an Ad Age Small Agency of the Year, Partners + Napier celebrated new growth with a "think big" theme at this month's agency meeting. In the past, the meeting has been held outside the agency in order to accommodate all attendees. This month's meeting was held in Partners + Napier's newly completed space at 194 Mill Street.
The agency recently added 3,725 sq. ft. of space to its 25,000 sq. ft. offices at 192 Mill Street in the High Falls district. The adjoining space at 194 Mill Street, originally built in the 1880s as part of the Kidd Iron Works and the W. Kidd estate, grows the agency's office space by 15 percent.
"We are thrilled to have a growing presence here in the High Falls area. This neighborhood has a rich history of innovation and hard work, which are two things our agency is known for," said Bob Bailey, president of Partners + Napier.
The expansion was prompted by ongoing client growth and the addition of 40 new employees since 2009. The space includes a large meeting room and concepting space, kitchen and lounge areas, and may include an outdoor courtyard in the near future.
"With all of the offices we needed to create for new hires, we lost our common space areas where our teams collaborate, generate ideas, and present them to clients," Bailey said. "It was critical to create an environment that spurs creativity."
The project was managed by Partners + Napier's IT Manager Michael Strelick with interior design by Managing Partner and Chief Creative Officer Jeff Gabel.
PARTNERS + NAPIER NAMED AN AD AGE SMALL AGENCY OF THE YEAR
Partners + Napier was honored as a Small Agency of the Year at the Ad Age Small Agency Conference in New Orleans on July 15, 2010. Partners + Napier was named a top agency in the 76-150 employee category, alongside 15 other small agencies from the United States and Canada. Ad Age praised the agency's innovative new methods of working with clients, including an in-house outsourcing model and a custom studio for client Constellation Wines U.S.
Photo by Gary He.
Ad Age follow-up article, Small Agency Winners
CEO SHARON NAPIER DELIVERS KEYNOTE SPEECH
Partners + Napier CEO Sharon Napier kicked off the Small Agency Conference with her delivery of the keynote speech. The speech and accompanying presentation told the story of the agency's journey. Napier stressed the importance of knowing who you are, knowing the kind of work you want to do, and thinking big while acting small - messages that resonated strongly with conference attendees and fellow small agency leaders.
Ad Age Article: 10 Takeaways From Ad Age's Small Agency Conference
Watch the video here: Small Agency Keynote Speech
It may have been a sweltering ninety degree oven in Rochester this past Friday, but that didn't stop the Partners + Napier Nail Breakers from putting hammer to nail at the Habitat for Humanity Women Build at multiple locations on Jay Street.
By hosting silent auctions, gift card giveaways, and even weekly cupcake sales, the Nail Breakers surpassed their fundraising goal of $6,200 and raised an impressive $7,483.02 for the non-profit.
Thirty-one women from the agency are participating in the build over the next two weeks, rolling up their sleeves to complete tasks like installing drywall, applying the first coats of white paint to finished rooms, and even building porch components.
Information on the Rochester chapter of Habitat for Humanity can be found at www.rochabitat.org.
The spot for renu fresh features the new clear bottle from Bausch + Lomb that allows consumers to monitor their contact lens solution supply. The clear bottle prevents contact lens wearers from running out of solution unexpectedly, helping to improve overall compliance and eye health.
The spot for renu sensitive reminds consumers of the hardships their eyes face every day, from air-blasting hair dryers to eye-watering onions, and communicates the message that renu sensitive is specially formulated to keep sensitive eyes comfortable.
Watch the spots on Partners + Napier's YouTube Channel: http://www.youtube.com/user/partnersnapier
Partners + Napier was thrilled to be awarded a Silver Effie for work contributed to the Kodak Inkjet Print and Prosper campaign.
Deutsch served as lead agency on the campaign, with Partners + Napier providing collaborative support with in-store and retail executions as well as contributing to the strategic positioning of the Kodak brand in the progressive and competitive printer marketplace.
Ketchum was also recognized as the PR agency for the campaign.
Over 9,000 area businesspeople crowded the starting line of the 20th annual Chase Corporate Challenge yesterday evening, just as the first raindrops began to fall. Partners + Napier was there in full force, with a third of the company running, walking and jogging through the downpour around the 3.5-mile track at RIT (with more providing moral support from our swanky tent). Colin Busse, our own IT champ, defended his fastest-time title for the agency (23:56), and the Meat Wagon grill team was back with an evil new creation, the "devil dog" - a hotdog wrapped in a grilled cheese sandwich topped with spicy jalapeños and a bad attitude. Check out their hair-raising promotional campaign at www.meatthewagon.com.
The documentary will move on to compete for national AAF awards.
