Turkey Hill Dairy Gobbles Up Award

The unveiling of Turkey Hill’s new frozen dessert, Duetto, in 2007 was backed by a campaign that has been named “Best in Show” by the International Dairy Foods Association (IDFA) in its annual round-up of the industry’s best promotional efforts.

The Duetto campaign was a collaborative effort between the Lancaster County-based Turkey Hill Dairy and its marketing agency, Pavone. It also won in the category for Best Overall Mixed Media Campaign. The awards were announced recently by the IDFA at its SmartMarketing Conference in New Orleans, La.

“We knew that in order to launch a new product like Duetto, we had to approach our target audiences from several different directions, and that’s exactly what we did,” Mattilio said. “We got consumers excited about Duetto and provided opportunities for trial. We then demonstrated that enthusiasm to our trade audiences. The result was a perfect storm of excitement and demand.”

From the product’s name, a reference to the marriage of its two main ingredients, to the tagline (“Two Delicious”), to the Giant Swirly Cow that toured the U.S., the entire Duetto marketing campaign was meant to get Turkey Hill’s loyal customers excited about the new freezer addition.

A television spot and an out-of-home advertising campaign were just two of the many elements used in marketing efforts by Turkey Hill and Pavone. The rollout was supported by a trade- and consumer-focused public relations campaign, outreach to food bloggers, updates about Duetto on Turkey Hill’s blog, the Ice Cream Journal and an extensive sampling tour throughout the northeastern United States.

More than 2.5 million units were sold in the first six months after Duetto hit grocery store shelves, accounting for 4% of all Turkey Hill frozen dessert sales. Based on the success, Turkey Hill has expanded the four-flavor Duetto line-up (lemon, raspberry, mango and cherry) to include root beer and chocolate-coconut Duetto.

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