Preston Kelly launches iconic “Stop the Raccoons” campaign to reframe disposer consideration

Thursday - September 11, 2014

Approximately half the households in the U.S. have a food waste disposer in their kitchens. In an effort to reach the unconverted, Minneapolis marketing agency Preston Kelly has developed an integrated campaign for InSinkErator, the world’s largest manufacturer of disposers.

 

Research indicated smelly, messy garbage as a universal consumer problem. The television spots were shot using a trained troupe of menacing raccoons as a symbol for the unsavory pests food garbage attracts. As the raccoon tribe parties in the trash, InSinkErator disposers by contrast, easily eliminate smelly garbage and the problems that come with it.

 

“If you don’t already have a modern garbage disposer, you don’t know what you’re missing,” said Chris Preston, EVP/Creative Director of Preston Kelly. “With this campaign, we change the argument by dramatizing the downside of that ignorance and bringing out the clean, quiet benefits of the modern disposer.”

 

The media mix includes television spots, digital display advertising, social media and content creation/media relations. All these efforts drive traffic to a microsite (www.stoptheraccoons.com) Preston Kelly created to provide education to the uninitiated. The site also addresses another campaign objective, which is to encourage current disposer owners to upgrade to an Evolution Series food waste disposer. Evolution Series disposers can grind more types of food and the loudest thing you may hear is the water running. The microsite also features installation tips, product comparisons and customer testimonials.

 

“People who haven’t already considered a disposer are hard to convince,” said Carol Baricovich, Director of Global Brand Communications and Government Relations at InSinkErator. “With Preston Kelly’s help, we believe our iconic raccoon nemesis will grab their attention and put InSinkErator disposers into serious consideration for a clean, modern kitchen.”

Elkay Names Preston Kelly Agency of Record

Thursday - September 11, 2014

MINNEAPOLIS, Minnesota – Elkay, an American-owned and operated manufacturer of stainless steel sinks, faucets, foodservice products, cabinets, drinking fountains and bottle filling stations, has selected Preston Kelly as its marketing agency of record following a competitive review of Midwest agencies.

 

Preston Kelly will lead Elkay through a brand-building process with the goal of creating demand among consumers and the trade for Elkay-manufactured products. Elkay has been manufacturing innovative products for more than 90 years.

 

“Preston Kelly impressed us with the depth of their strategic thinking during the pitch process,” said Lindsay Klebenow, Vice President of Marketing at Elkay. “They went above and beyond the initial assignment by presenting innovative ways of communicating our brand story. I expect that will be true of our partnership going forward.”

 

“The Elkay brand has only scratched the surface on how it can help the business grow,” said Chuck Kelly, Chief Executive Officer at Preston Kelly. “We will work with Elkay to turn the brand into a harder-working asset for the business.”

 

Elkay adds to Preston Kelly’s experience in the home products category, joining InSinkErator, an account the agency won last year. Other Preston Kelly clients include Be The Match, HealthPartners, Mall of America, Medtronic, Nickelodeon Universe, Physicians Mutual, Roundy’s Supermarkets, SuperAmerica, and the YMCA, among others.

 

About Elkay

Since 1920, Elkay has been making innovative products and delivering excellent, domestic customer care. Headquartered in Oak Brook, Illinois, Elkay expanded its commercial offerings over four decades ago, and today delivers world-class sinks, faucets, foodservice fixtures, water coolers, drinking fountains and award-winning rapid bottle filling stations. Additionally, Elkay Wood Products is one of America’s leading cabinetmakers in the marketplace, with industry leading brands that include Medallion Cabinetry, Mastercraft Cabinetry, Design-Craft Cabinetry, Innermost Cabinetry, Yorktowne Cabinetry, Woodbridge Cabinetry, Schuler Cabinetry and American Cabinetry Collection. Like your family, the Elkay family has values and traditions that endure; for almost a century, Elkay has been an American-owned and operated company, providing thousands of jobs that support our families and communities.

 

For additional information, visit Elkay.com.

 

About Preston Kelly

Preston Kelly is a full-service, independent marketing agency that creates Iconic Ideas for its clients across multiple categories. Preston Kelly was recently named as one of the top 25 Most Effective Independent Advertising Agencies in the country by Effie Worldwide. Preston Kelly is a past recipient of Advertising Age’s Midwest Small Agency of the Year award and Radio Mercury Awards’ Integrated Campaign of the Year award in 2010. Preston Kelly is a member of Worldwide Partners, the world’s largest network of independent marketing and communications firms. To learn more about Preston Kelly, visit prestonkelly.com, become a fan on Facebook or join the conversation on Twitter. You can also read their musings on the latest trends in advertising at Iconic Ideas Tumblr.

Preston Kelly’s light-rail wraps ride new Green Line

Monday - June 23, 2014

Saturday’s weather for the opening of the Green Line connecting Minneapolis and St. Paul via light rail was wet and dreary, but it would take more than a few rain drops to dampen our enthusiasm for the light-rail wraps we created for HealthPartners, the largest consumer-governed, non-profit health care organization in the nation; and Regions Hospital, a teaching hospital located in St. Paul, Minnesota, part of the HealthPartners system.

 

In fact, the bright, vivid colors of the light-rail wraps helped brighten the day and stood out visually. The light-rail wrap, which is half HealthPartners/half Regions, is an extension of the current campaigns. Preston Kelly has been executing the “Take me to Regions” campaign for more than four years and the “Your partner in healthy” campaign for more than five years. The Green Line runs right by the front door of Regions.

Preston Kelly promotes Healthy Savings

Wednesday - May 21, 2014

Our client Solutran has developed a program called Healthy Savings that rewards you for eating right. The program brings together consumer packaged goods, grocers, health insurers and employers to seamlessly reward healthy eating. Members can automatically save on some of the healthiest 1/3 of products in grocery stores (all food groups) on every shopping trip at the most popular grocery chains.

 

Solutran’s roots are in check processing. However, as the way people pay for things has evolved, the company has sought to diversify and reinvent themselves. If they could make it easier to process checks, why not coupons? And thus the idea for helping employers, insurers and consumers save money through healthy eating was born.

 

Medica was Solutran’s first customer for Solutran’s Healthy Savings product. Every Sunday, Medica members receive an email with new offers (good for two weeks) that can be used at Rainbow, Cub, and Lunds and Byerly’s stores. Members receive a Healthy Savings card that is scanned at the checkout to automatically discount qualifying items in the shopper’s grocery cart.

 

Solutran’s chief marketing officer engaged Preston Kelly in October to develop a microsite for the program and two videos (both posted on the microsite): one that provides an overview of the Healthy Savings program and a second one on a Fresh Produce program that employers can add.

 

This is what we call a win-win-win:

  • Consumers eat healthier and save money;
  • employers have healthier employees who use fewer sick days;
  • and insurance companies have fewer claims plus a program that distinguishes them from the competition.

Preston Kelly wins Minnesota PRSA Classics Award

Thursday - May 01, 2014

Preston Kelly received a Classics Award this month from Minnesota PRSA (Public Relations Society of America). The agency’s Scream Collector (“We Want Your Scream!”) campaign for Nickelodeon Universe won in the Integrated Communications (Services) category.

 

Nickelodeon Universe challenged Preston Kelly with re-engaging teens and tweens to keep Nickelodeon Universe on their radar and remind them that it’s STILL a cool place to hang out. To drive that effort, the agency amplified the “power of screams” by engaging and celebrating the best screamers at Nickelodeon Universe. Through paid media, public relations, events, interactive and guerilla marketing, the Scream Collector campaign increased revenue and ridership.

 

Preston Kelly’s Scream Collector campaign for Nickelodeon Universe encouraged teens to have fun on rides at this indoor theme park at Mall of America and then share that experience with their friends. Photos of guests screaming their lungs out are snapped while on one of the rides, and at the end of the ride, guest are asked for permission to share their photo and experience on digital outdoor boards throughout Minnesota. Photos are shared instantaneously on bigger-than-life outdoor boards, and soon after, images on the boards are pushed to Facebook. Riders then tag themselves and share their moment of screaming billboard fame with friends and family.

 

"More than 2,500 Instagram #NickelodeonUniverse pictures were posted during launch,” said Preston Kelly VP/account director Stacy Hintermeister. “With Instagram now becoming the top social networking site among teens, we knew this campaign had to create a deeper, more immediate relationship with teens and tweens, talking to them on their wavelength and in their mode of choice."

 

The Instascreams campaign also won an IAC (Internet Advertising Competition) Award earlier this month. IAC Awards is an annual awards competition produced by the Web Marketing Association to honor excellence in online advertising. Preston Kelly’s work for Nickelodeon Universe won an award for Outstanding Integrated Ad Campaign.