Challenge

Put cottonseed oil, America’s original vegetable oil, back on the culinary map.

Solution

A major “comeback” opportunity arose when New York City made an historical decision to ban trans fats from restaurants, triggering a food-industry frenzy for alternative cooking oils. Harvest launched the Cottonseed Oil Comeback Tour to reintroduce cottonseed oil as a naturally trans-fat free option. The virtual cross-country tour of successful cottonseed oil users, from regional potato chip manufacturers to national foodservice concessionaires, was brought to life with a new website (www.CottonseedOilTour.com), media relations and direct mail. The campaign has grown to include social media networks, where fans can now follow @CottonseedOil on Twitter and watch cooking demos on YouTube!

Results

A seven-minute feature on The History Channel’s “Food Tech” television series, a five-page feature in QSR magazine and multiple new business leads and new product trials are just a few of the highlights of this award-winning campaign.