October 25, 2023

Alpha 1 Marketing Nabs Two Golden Penguin Awards in 2023 NFRA June Dairy Month Competition

Alpha 1 Marketing has been named a winner of two Golden Penguin awards for social media campaigns in the 2023 National Frozen & Refrigerated Food Association (NFRA) June Dairy Month competition, where retailers, wholesalers, manufacturers and associations can enter any category applicable to their business.

“We are honored to win not only one but two Golden Penguins,” said Jenn Carson, Director of Marketing at Alpha 1 Marketing. “This is our first-ever NFRA recognition for social media-related efforts and I’m proud of my team for their execution of these dairy month programs with our brand partners, Upfield and Tillamook.”

Alpha 1’s winning campaigns were collaborations with two well-known grocery names, Upfield and Tillamook and focused on brand awareness and promotion of their food products throughout the month of June to celebrate dairy month.

The Upfield campaign showcased Country Crock, I Can’t Believe It’s Not Butter! and Violife, brands that serve up dairy-free alternatives to dairy butter, cream and cheese. The brands were official sponsors of dairy month at the CTown and Bravo retail banners, which Alpha 1 Marketing supports. The successful month-long campaign employed several digital methods to reach consumers, such as paid social media ads, in-store mobile push notifications, mobile display ads and e-mail marketing.

“The strong digital program drove sales lift for our iconic brands like Country Crock and we look forward to working with Alpha 1 Marketing and CTown and Bravo again next year,” said Upfield sales lead Nick Russo.

The second winning campaign was in partnership with Tillamook and ran for the second half of June, promoting the brand’s ice cream and cheese products, deploying some of the same campaign deliverables.

The award-winning campaigns generated more than 1.2 million impressions, boasted an average engagement rate of 50.8 percent, when the social media industry average is 2-3 percent and delivered significant sales lifts of the promoted brand products. Alpha 1 Marketing has cultivated an engaged social audience of more than one million users, which translates to success for the grocery brands that Alpha 1 partners with throughout the year to deliver first-in-class marketing campaigns.

Gary Tirpak, director of frozen and dairy merchandising at KoolTemp Foods, an affiliate of Alpha 1 Marketing, attended the 2023 NFRA Convention where he accepted the two awards on Alpha 1 Marketing’s behalf at the Golden Penguin Awards luncheon.

For more information about Alpha 1 Marketing, contact Jenn Carson at 914-494-6657 or jcarson@alpha1marketing.com.

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