Return on Investment: Chase Candy “Unwrapped”
For more than five years, Chase Candy’s famed Cherry Mash has been included in the opening credits of the Food Network’s popular “Unwrapped” series. However, the company was never featured on the program. For years, the team at Chase kept in touch with editors of Unwrapped and ensured they were aware of happenings at the candy company. Knowing these relationships take time, the executives at Chase were patient but persistent with the producers of the program. In 2007 Unwrapped taped a segment on Chase and the making of the popular Cherry Mash candy bar.
Results: The Chase piece aired four times over a 10 day period. Each time the story ran, the company received an average of 200 internet orders within 24 hours of each airing. Over the 10 day period more than 800 orders were received by the company – a direct result of the Unwrapped appearance. The company’s patience paid off, to the tune of more than $16,000 in orders.
