Sunday, February 15, 2004

TransFRESH has a message. "TECTROL© Atmosphere improves retail profits in the fresh strawberry category." The problem is, since Tectrol is a natural mixture of CO2, O2 and N2, it is invisible and impossible to show.

TransFRESH asked Full Steam Marketing & Design to look into how the company had been delivering its advertising message, and to develop something different and breakthrough. The solution Full Steam came up with is a radical new approach — Captain Tectrol — a comic strip style ad campaign featuring a super hero whose special powers protect strawberries from mold, decay and shrink. Suddenly, invisible Tectrol has a name, a face, and super hero qualities.

"I asked Full Steam to come up with something that could deliver our message in an accurate, scientific, yet humoring way", said Rich MacLeod, Vice President of Pallet Operations. "I think the Captain Tectrol concept is excellent. We can build story lines on our core message and hopefully get readers to see and read our message, smile, and remember the message. We hope to drive more folks to our web site, where we provide additional information on our science and Tectrol application technologies".

"We weren’t sure TransFRESH would accept Captain Tectrol," said Karen Nardozza, Principal at Full Steam. "Amongst ourselves, we knew the concept was different than anything the industry has seen, and believed that it would grab attention and have a stronger retention rate than ads showing the expected photos of fruit," Nardozza said. "We were delighted TransFRESH opted to take the leadership position that is rightfully theirs, by boldly putting out a completely unique campaign that touts the ‘super hero’ powers of their atmosphere technology."

Captain Tectrol will be incorporated into the TransFRESH web site, print and internet ad activities. The concept is flexible and has unlimited applications, so as the growing season progresses, so will the super hero’s adventures battling evil anti-fresh forces. Keep you eyes open for where "The Captain" will appear next!