Stew Leonard’s: Making Stew Leonard’s the #1 Tourist Attraction in Connecticut
When Stew Leonard opened his now famous chain of dairy stores in Connecticut, he faced stiff competition, and his goal was to raise awareness of and differentiate his one-of-a-kind supermarket. He knew the only way to succeed was to create an amazing in-store experience, with top quality products, dedicated staff, and a commitment to giving back to the community. He also knew he needed a strategic PR partner to create innovative campaigns, events, and cause marketing strategies that generated off-the-charts publicity coverage – and sales. He did that by hiring Rosica Communications.
In our years of working together, Rosica and Stew Leonard’s made history. Every step along the way, we served as storytellers, penetrating media throughout the state of CT and ultimately, nationwide. The heart of our creative strategy was Stew Leonard himself, whose inimitable character allowed us to make him front and center of our PR campaign. Through our media relations efforts at the beginning of our partnership, the iconic chain was dubbed the “Disneyland of Dairy Stores” by the New York Times, entered into the Guinness Book of World Records (based on our strategy), and named the “#1 Tourist Attraction in Connecticut” by the State’s Department of Tourism.
Rosica established Stew Leonard’s as an essential community partner, highlighting its charitable contributions, including food donations and scholarships. And, to advance employee retention, Rosica unearthed mediagenic information, including the fact that hundreds of employees found their soul mates, working side by side, at Stew Leonard’s. We also helped the CT retailer with crisis communications to preserve the brand’s reputation.
Through these creative strategies, we far exceeded Stew Leonard’s dreams, generating publicity throughout the chain’s home state and beyond with stories in People Magazine and USA Today, and hundreds of additional print and broadcast stories across the country.
Results: Rosica helped create an iconic brand and our efforts supported 30% year over year revenue growth.