Small, scrappy and with a tight marketing budget, dairy-food maker Cabot Creamery still plays in the grocery big leagues, knocking heads with behemoths like Kraft Foods.
How? With grassroots tactics like sampling at unexpected places, such as offering cheese at a blood drive. "Our entire trick is trial," said Senior Marketing VP Roberta MacDonald, who oversees brands like Seriously Sharp Cheddar and Cabot Greek Yogurt. "Everything we do is to induce people to just try us. We're' like pushers: 'Try it, you'll love it,' " said Ms. MacDonald, who will discuss Cabot's tactics at Ad Age 's upcoming CMO Strategy Summit in Chicago.
A little luck can't hurt either, like a labeling controversy that has brought the Vermont-based dairy cooperative plenty of free media attention this week. At issue are Vermont's tough regulations that generally restrict marketers from invoking the state's name on packaging if the product or ingredients aren't mostly from the state -- unless there are certain disclosures.