EMA HELPS DIXIE SHOWCASE SUPREME STRENGTH IN ITS NE
DIXIE ULTRA® CAMPAIGN TOUTS READINESS TO HANDLE HEAVY, MESSY MEALS
06.11.2009 – ATLANTA – What’s in a plate? Hopefully strength and durability, if
you’re the one piling it high. Eric Mower and Associates and Dixie recently unveiled a
marketing communications campaign for new Dixie Ultra®, the strongest paper
plate on the market. The Dixie Ultra® paper plates hit store shelves last month,
ready to handle heavy, messy meals better than ever before. The new EMA-designed
campaign includes a mix of television, print, online, FSIs, in-store shelf talkers and
coupons that focus on the product’s strength. TV spots rolled out nationally on
primetime in May.
“Today’s consumers demand strong, reliable products they can count on for their
families, and the Dixie Ultra® plate provides that durability,” explained Fernando
Gonzalez, vice president and general manager – tabletop category for Dixie.
“Consumers are very clear about what is important to them in a paper plate, and
Dixie and EMA have used these insights to creatively communicate the benefits of
the new Dixie Ultra®.”
Dixie modified its patented rim construction to make the entire plate 40 percent
stronger. The campaign is designed to show consumers just how durable it is in a
fun and engaging way.
“The beauty of the creative behind this campaign is that consumers can relate to it,”
said Tom Armentrout, senior partner at Eric Mower and Associates. “I think just
about everyone has filled up a paper plate at one time or another crossing their
fingers it would hold up. Playing into that consumer insight, we developed creative
that speaks directly to the strength of the Dixie Ultra® paper plate.”
“We feel this new campaign will really resonate with consumers… and we hope they
decide to test the durability of Dixie Ultra® for themselves,” Armentrout added.
For more information on Dixie Ultra® or to see the entire line of Dixie tabletop
solutions, visit www.makeitadixieday.com.