Fiber One premiered its new cheesecake bars with a sampling event in Grand Central's Vanderbilt Hall today.
Today's event, which falls on National Cheesecake Day, kicks off a campaign and announces national distribution of the product. Additionally, there is a social component supported by Betty White and a partnership with Lisa Lillien's Hungry Girl brand, which offers healthy eating tips and "guilt-free" ways to indulge. Below is a tweet from Ms. White's official account. She has 1.2 million Twitter followers and 200,000 Instagram followers.
Hey guys! @FiberOne is turning #CheesecakeDay
into #F1CheesecakeMonth!
#ad If only
the Girls could see this: http://t.co/DeBEaojkhR
— Betty White (@BettyMWhite) July
30, 2015
The Fiber One campaign capitalizes on Ms. White's role in "Golden Girls." The show, which ran from 1985-1992, has a cult following, and the line, "But first, let's eat cheesecake," was often uttered by one of the leading characters before a late-night dessert and gossip session. A meme using the famous phrase will appear on Fiber One's Facebook page.
Today, passersby flocked to the pop-up Fiber One cafe, where staff in soda shop-style costumes distributed samples. Cameras filmed during the setup of the cafe and will continue throughout the day for a time-lapse video that will be posted on Fiber One's Facebook page. The new product, which includes strawberry and salted caramel flavors, includes a "Cheesecake Appreciation Month" celebration in August with a sweepstakes using #FiberOneCheesecake.
General Mills' Fiber One products include cookies, cereal, brownie bars and baking mixes. General Mills' Fiber One spent $19 million in measured media in the first four months of this year, according to Kantar Media, with $10 million of that dedicated to Fiber One Chewy Cereal Bars.
