National direct-response television will be matched with an online program driving traffic to GoLaFresh.com and social media. "For the first time, La Fresh is fostering an immediate dialogue with women to engage them in the brand and encourage trial," says Jennifer Norman, VP marketing for Chino, Calif.-based La Fresh Group. "Given that La Fresh is a young, privately held brand, the DRTV campaign is a major initiative to fuel national awareness and expansion."
The television campaign will run on female targeted cable networks such as E!, Lifetime, Bravo, Oxygen, Style and WE, purchased via traditional offline media buying and Google TV. Online activity includes AdWords, rich media ads and social networking.