Grand Marketers Relish Their Success
Heinz Pickle Campaign Wins Overall Award
Pittsburgh has, for long, been a city of innovation, and that was never more apparent than at the American Marketing Association’s 10th annual Marketer of the Year event. This year, another iconic Pittsburgh brand was honored with the title of Grand Marketer of the Year, Kraft Heinz, with their agency partner, Pipitone Group, at the LeMont Restaurant on December 8.
With well-known brands from Heinz Ketchup to Kool-Aid, Kraft Heinz is a global powerhouse of food processing. Pipitone Group is an integrated advertising and marketing agency located in Pittsburgh’s North Side, which also took home two other 2016 Marketer of the Year awards at the event.
For the product launch, which took place in conjunction with the 2016 Picklesburgh event, held in July, Pipitone Group and Kraft Heinz designed an integrated, engaging marketing strategy that used both social media and traditional PR to encourage consumers to vote for their favorite new pickle flavor. The promotions included a news conference featuring two Pittsburgh Steelers legends, Hines Ward and Jerome Bettis. As a result, hundreds of customers cast their vote, and the new pickle products won popular appeal around the country.
“It’s always great to be selected for an award by our local peers,” said Pipitone Group President and CEO Scott Pipitone. “But to earn the Grand Marketer of the Year Award is even more rewarding and is physical evidence of the excellent work being done by our agency to help our client win this award.”
AMA Pittsburgh is the largest marketing association in Western Pennsylvania— moreover, it hosts the region’s only results-based marketing competition. Each entry was ranked by points awarded from the judging panel, with 40% of the points based on the results of the campaign.
The AMA Marketer of the Year awards honors the very best marketers from both brands and agencies for their creative work, excellence and success in 14 categories, as well as the Grand Marketer of the Year. Out of the hundreds of entries received each year, only one wins the coveted Grand Marketer of the Year title, which requires winning not only in an individual category, but also receiving the highest total entry scores.
“Over the last decade,” explained AMA Pittsburgh President Josh Gmys, “Marketer of the Year has become a staple among the area’s top marketers and creatives.” This year’s luncheon didn’t fail to impress with live tweets and photos from the guests—all against the backdrop of the city skyline from atop Mt. Washington’s Grandview Avenue. It was, no doubt, a grand event for Kraft Heinz and Pipitone Group.