GOAL:
The goal of this campaign was to promote the Betty Crocker® brand, one of the strongest brand icons in the food industry, by publicizing the launch of the new BETTY CROCKER® CHRISTMAS COOKBOOK, Second Edition.

SOLUTION:
Montana Ridge developed and organized a celebrity tour featuring Dana McCauley - food trend analyst, cookbook author, speaker, and frequent media personality. Spanning four major Canadian cities - Edmonton, Calgary, Toronto and Ottawa - the tour also included media interviews and appearances on major media such as CTV (photo on left). Using the new Betty Crocker® cookbook as a source of recipes and tips, Dana demonstrated to audiences how they could add "the wow factor" to their Christmas entertaining.

RESULTS:
The cookbook tour garnered significant coverage (over 64 media outlets) across a wide range of television, print, radio and online properties nationally, including CTV's Canada AM, Breakfast Television, ctv.ca, Metro (Toronto) news, and local papers. The helpful holiday tips reached millions of people during the pre-Christmas season, positioning Betty Crocker® as a "helping hand" for those looking for help with their seasonal entertaining.