Canned Food Alliance Program Receives Recognition

The Canned Food Alliance's (CFA) "CANdelight Dinner Parties" word-of-mouth program won the Marketing Communications: Business to Consumer Award at the annual Public Relations Society of America (PRSA) Pittsburgh Chapter Renaissance Awards ceremony.

In 2007, the CFA's "CANdelight Dinner Parties" showed moms in Chicago how to integrate nutritious canned foods into easy and delicious family-friendly recipes. Recent research shows that moms are giving more consideration to peer-to-peer product endorsements and enjoy social networking. The parties gave moms an opportunity to prepare meals with friends and taste nutritious and convenient dishes prepared with a variety of canned foods, and encouraged participants to share positive experiences with friends and family.

Professional chef and CFA spokesperson Andrew Schloss developed a "CANdelight Dinner" Party Guide to help the hostesses, who were supplied with all the canned food and supplies necessary to prepare each of the recipes provided. The program reached a total of 100,000 moms.

Prior to the parties, 66 percent of participants had a positive perception of canned foods. After the parties, 72 percent of participants had a positive perception of canned foods and reported an increase in the likelihood to buy canned foods. For more information, contact Rich Tavoletti.