In 2008, Lundberg Family Farms was already the nation’s top-selling brand of organic rice and well known in the natural foods category. But the third generation of this family-owned business wanted to extend that leadership to the mainstream grocery category, and earn recognition for their efforts in environmental stewardship and corporate responsibility.
The MacKenzie Agency carefully segmented the client’s various audiences and fashioned compelling messages tailored to each one. Epicurean audiences learned about Lundberg’s proprietary exotic rice varieties, and the high-end chefs who created recipes around them. The green audience learned about Lundberg’s innovative organic agriculture methods, its use of 100% renewable energy on the farm, the company’s commitment to habitat restoration, and its investment in a new LEED-compliant headquarters facility. The health and wellness audience was targeted with nutrition messages and the benefits of organic, whole grain rice, snacks and convenience foods. The business audience learned how Lundberg’s efforts to support the family farming movement and act with responsibility toward employees, trade partners and the community translate into stronger relationships and higher profits.
Lundberg Family Farms is today a leader in sales of organic rice and rice products across all grocery channels and in all U.S. markets. Intensive media relations resulted in nearly 576 million consumer impressions in the past year, at a cost-per-thousand of a scant $0.13. Having just wrapped its 6th successful year, the relationship between Lundberg Family Farms and the MacKenzie Agency was a model client-agency partnership.
“The MacKenzie Agency has successfully raised our profile across all of our key audiences: nutrition, health & wellness lifestyle, environmental, and business. Their strategic focus and messaging skill have not only burnished our image with both consumers and the trade, but have produced a positive impact on sales, as well.”Janet Souza