Don’t Disappoint Grandma – Use Imperial Sugar

This holiday season, use Grandma’s sugar … or else. So warns the tongue-in-cheek ad on Imperial Sugar Company’s homepage online, framed by a no-nonsense-looking grandmother peering at you over the top of her glasses.

“Don’t Disappoint Grandma” is the theme of Imperial Sugar Company’s 2009 holiday campaign, which launched in November. The campaign’s focus is to remind consumers of the Imperial Sugar and Dixie Crystals brands by associating them with the spirit of the holiday season.

Imperial Sugar and Dixie Crystals Billboard Advertisements.

Roxanne Resch, Imperial’s senior director of business development, explains the concept behind the advertising: “If your grandmother has been using Imperial Sugar and Dixie Crystals forever, then why would you trust any other sugar during the holiday season.”

Don’t Disappoint Grandma ads are currently appearing on 25 billboards in select markets in Texas, Florida and Georgia, as well as on coupon inserts. Radio endorsement ads are airing in top markets across Texas, Florida, Georgia and North Carolina, for a total of 506 spots airing during the six-week campaign.

Radio personalities talk about their holiday traditions and ask listeners to call in with their stories, driving traffic to stores and the Imperial Sugar Web site.

Grandma also is making her debut on radio, like Houston’s Sunny 99.1 FM. Imperial Sugar is sponsoring a holiday cookie exchange on the station’s Web site. Listeners upload their favorite holiday cookie recipes – sometimes handed down for generations – and download new ones.

The campaign, which concludes December 26, also will target increased distribution and penetration of Imperial Sugar’s Redi-Measure light brown sugar and support the recent launch of its Baker’s Supreme Premium Frosting Mix in test stores.

“After a quiet year in 2008, it’s been great talking to consumers again through an exciting mix of advertising and brand promotions,” said Resch.

As another ad exhorts, “Use Imperial Sugar, the sugar Grandma swears by, not at.” Keep the holidays happy and tasty. Use Imperial Sugar and Dixie Crystals.