Harvin

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All objectives, strategies and executions developed by DMG.

The following is a screenshot; links will not work.

NOTE - "I Love This Place" is Flash animation.
Ideas, Layout & Design © DiPietro Marketing Group

BACKGROUND
- Harvin Home Foods, Burlington, NJ
- a start-up division of a 40-year old foods wholesaler.

"I can't take all this work being generated by your marketing. I want out." Division VP
And, that's exactly what he did. The internal champion of the home delivery division shut it down because he couldn't handle the additional work that resulted from DMG's successful campaigns.

(We couldn't make this up if we tried.)

MARKETING STRATEGY
Introduce Harvin Home Foods one town at a time using PR, print, DM and viral mktg to drive traffic to the web site. Build business in that one town, then expand into the adjoining town / zip code.

MAIN MESSAGE
Wholesale prices, fast delivery

SITE CREATIVE STRATEGY
1. Use a neutral color for the primary color to allow food to be the eye-catcher.
2. Humanize the site by showing people wherever possible.
3. To differentiate from established, frozen foods only competition, show array of fresh produce.

POSITIONING LINE CREATED BY DMG
Wholesale To Your Door

MEDIA ADDITIONAL TO THE WEB SITE MARKETING TOOL
- newspaper ads

- offline PR

- delivery personnel uniforms

- delivery van graphics

- stationery, refrigerator magnets, packing slips

- direct mail

- bounce-back coupons

- logo

RESULTS
So good, the principal couldn't take it.

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