Digital Quilling Art by Jitesh Patel
Alpina Launches “Wish For Women” Campaign in New York City
Charitable Donations, Butterfly Wish Release to Promote Restart Yogurt
(June 6, 2011) Mixing an inspirational idea, a magical real-life moment, and social media engagement, Alpina Foods is proud to announce the “Make a Wish for Women” program, a unique and uplifting way to debut Restart yogurt from Alpina. In lieu of a massive media blitz that talks “at” women, Alpina is inviting women to support each other by posting their “Wishes for Women” online. Striving to be more meaningful than marketing, Alpina Foods will match every wish with a charitable donation to Women in Need, a charity dedicated to helping women overcome challenges and become their ideal selves.
Online, “Make a Wish for Women,” asks customers, friends and fans to post their own personal wishes for women on facebook.com/alpinausa, or Tweet with the hashtag #wishforwomen. For every wish, Alpina will make a donation and release a live butterfly into our wish space at Park Avenue South & 28th St — an artful butterfly habitat built into a corner display window. We’ll also have a video mirror that will recognize people, have virtual butterflies land on them, and share these images in social media. To kick this off, our camera crew and street teams will be asking women to make a wish for women and release a live butterfly on camera.
“This is what we’re all about, inspiring women to realize that ‘Every day is a new day,’ and every dream is possible,” says Carlos Ramirez Zavarce, US Managing Director, Alpina Foods. “Restart by Alpina is a new product, but our goal has never been to just advertise, but to be uplifting and empowering with our message. What better way to embody that idea than helping an extremely deserving charity like Women in Need.”
The “Make a Wish for Women” campaign was designed and executed by VITRO, Alpina Food’s Agency of Record. Out of home advertising, and branded sampling vehicles will also introduce Restart yogurt in New York City. Online banner ads will drive traffic to the Alpina Facebook Page.
“Our strategy in this situation is simple: Be Unique, Inspiring and Engaging” says VITRO principal Tom Sullivan. “Yogurt is an incredibly competitive category, but it feels like all the major players are essentially saying the same thing. ‘Make a Wish for Women’ provides a distinctive personality and voice for Alpina, which is exactly the kind of thinking we strive for.”
Restart Yogurt is a natural source of energy, high in protein, rich in calcium, 0% fat and a good source of fiber. Its mouth-watering fruit marmalades are all-natural and chef created. Every Restart includes a low-fat granola mix – designed to be nutritious and convenient for the on-the-go professional who doesn’t want to sacrifice healthy living. Restart is available in premium grocery stores across New York City, including Garden of Eden, Zabars, Morton Williams and King Kullen.
So let us know your own Wish for Women by visiting: www.facebook.com/alpinausa
For more on Women in Need visit: www.women-in-need.org
To find a Restart retailer near you visit: www.facebook.com/alpinausa
For More Information or Interviews Contact: John Hickman, Vitro
M: 720-291-9003 firstname.lastname@example.org
Established in 1945 by two Swiss Entrepreneurs, Alpina is one of the most recognized dairy companies in the world. With over $800M in annual revenues, Alpina runs 9 industrial facilities in 3 countries and exports goods to more than 20 countries. Alpina’s workforce consists of more than 6500 direct employees and involves many partners and distributors. With 500 products in 6 different consumer goods category, Alpina has been recognized as the number one quality brand in its markets. A Consumer-centric and environmentally friendly company, Alpina is one of the most loved brands in dairy.
VITRO is a full service creative agency located in San Diego, CA. We steal share through great work for our clients around the world including: ASICS, Newcastle Brown Ale, Bollé sunglasses, and PF Chang’s among others. Even though we don’t do it for awards, we didn’t want to sound defensive, so we went ahead and won a few of those too: Cannes, The One Show, Effies, Kelly’s and the Event Marketing Association, to name a few.