At Porter Novelli we understand the importance of having a cohesive approach to communications that spans both the on- and offline worlds. For our client Mini Babybel® this integrated thinking, coupled with the ability to seize an opportunity, paid dividends with a recent appearance on the TODAY show by one of the brand’s official online ambassadors.
The story began when an eagle-eyed PNer saw the show’s registered dietitian Joy Bauer call for healthy burger recipes to feature in her “Too Good To be Healthy” slot.
Our team quickly connected with the brand’s ambassadors, who regularly contribute content to the brand’s Web site and social channels. Roni Noone, of greenlitebites.com, caught Joy’s attention with a mouth-watering recipe for Bacon Cheese Inside Out Turkey Burgers, featuring Mini Babybel® Light. Roni was selected as one of three on-air finalists who would share her recipe with Joy and judges Al Roker and Willie Geist. As Joy explained the recipe to the judges and viewers, she said that the best part is the “ooey, gooey delicious cheesy inside that’s a reduced fat Babybel!” This was the only branded mention in the segment!
Even in an increasingly digital world, the TODAY show remains one of the most coveted placements for consumer brands, and securing a mention there is just the sort of win we love to lock in for our clients. If you want to try out Roni’s recipe you can view the clip here.