Challenge
Anthony is a leading provider of glass doors for refrigerated cases at small format stores, such as c-stores. The company launched a new product – the Infinity MAX – in the lead-up to the 2024 NACS Show in October.
The Infinity MAX is an all-glass walk-in cooler door designed for maximum product visibility but durable enough to take the pounding of real, everyday use.
DeanHouston was tasked with developing the strategy and executing the campaign for this highly anticipated new product.
Solution
From a business perspective, the launch of the new Infinity MAX was the cornerstone initiative of the year for Anthony. DeanHouston+ worked closely with the Anthony product team to create a full-scale new product launch campaign that featured:
- Core strategic messaging pillars and value proposition
- Sleek interactive landing page
- Internal and external email blasts
- Social media push
- Press release to targeted trade publications
- Product video that highlights durability
- Attention-grabbing home page banner and email signatures
- Informative sell sheet
- Stylistic brochure
- Presentation for sales enablement
Results
“The new Infinity MAX doors stand out because of how beautiful they are, and DeanHouston created materials that were equally beautiful,” Anthony Product Manager Uri Rainisch said. “Our team has been so proud to share them with our audience.”
Along with the traditional campaign assets, DeanHouston also helped set up and execute a video customer testimony with Erewhon, a massively popular grocery chain in Southern California.
While sales and performance marketing numbers are still being compiled, the launch was timed perfectly to gain excitement heading into NACS 2024 – where it is on display at Booth C4717.