Work

The world needs more happiness. The world needs more Rita's!

We all need a vacation - even if it's just a quick trip to that unique red & white awning on the corner for a treat and a smile. As one of America's favorite franchises, Rita's has an intensely loyal fan base. But sales rule, and our running challenge is to keep the momentum going.

With cross-promotional advertising campaigns, microsites, ever-changing in-store POP and social networking across Facebook, YouTube, MySpace and Twitter, Rita's is maintaining its loyal customer base while increasing trial and building new followers. The buzz around Rita's is stronger than ever. And while many retailers are feeling the pocket pinch, Rita's sales are up. Sweet.

Most recently, we executed a strategic, multi-channel marketing promotion to support the First Day of Spring, Rita's annual free ice giveaway day, as well as the launch of PEEPS® Ice. Utilizing the Facebook platform, we created an online program with the primary goal of building the Rita's Facebook fan base.

Launched on the First Day of Spring, PEEPS® Fandemonium was an enter-to-win contest that offered the chance to win prizes simply for becoming a fan of Rita's. In order to spread the word about the promotion, Lorél developed a "Find Your PEEPS®-onality" tool, which promoted viral behavior by enabling fans to share personalized PEEPS® icons on their Facebook Walls. The promotion was supported by in-store POP, email campaigns and radio.

Throughout the two-week contest, over 105,000 new fans were acquired, doubling the Rita's fan base and surpassing the company's Facebook acquisition goal for the year. More than just a number, these new fans have been exposed to the Rita's brand and now have the potential to become new or more frequent customers.