Posted on April 9 in ST!R Stories

ST!R Marketing and Object 9 Win the International Gold Quill Award for Georgia Pecan Commission’s ‘Beyond the Pie’ Campaign

Atlanta (April 8, 2015)—ST!R Marketing and Object 9, Atlanta-based sister agencies that frequently pair up on communications projects, won a prestigious international Gold Quill Award for Excellence in Marketing Communications from the International Association of Business Communicators (IABC) for a marketing campaign to raise the profile of Georgia pecans in the food manufacturing industry.

The IABC announced the 2015 Gold Quill winners on April 6 and will present the awards to members of the ST!R and Object 9 teams and other national and international winners at the Excellence Awards Gala on June 15 at the IABC World Conference in San Francisco.

The Gold Quill is the IABC’s premiere awards program created to provide global recognition to communications professionals that demonstrate strategic creativity and effective execution of their campaigns. Each year, the Gold Quill Awards recognize successful projects that demonstrate strategic thinking and contribute value to clients.

ST!R and Object 9 created the award-winning “Beyond the Pie” marketing campaign for the Georgia Pecan Commission. Launched in 2014, the campaign shifted the commission’s annual marketing focus from consumer-based B2C outreach to communications and activities aimed at the more lucrative B2B food manufacturing and ingredients market. The campaign won a Silver Quill Award from the IABC last fall.

The campaign included traditional media and social media campaigns and an update of the commission’s web site to include a focus on the ingredient market. The campaign also educated the public and manufacturers on the nutritional benefits of gluten-free pecans.

“We’ve made some great strides in introducing the food manufacturing market to innovative and tasty ways to use pecans,” says Margaret Lisi, owner and president of ST!R Marketing. “We’re honored that IABC recognizes the unique creativity that we’ve been able to bring to this campaign.”

As part of the campaign, the ST!R team established the Center for Pecan Innovation to find new uses for pecans, which were branded as “America’s Nut.” The agency created a program to provide free Georgia pecan products such as pecan meal, pecan oil, pecan butter and pecan pieces to research-and-development food professionals around the country. The center also developed its own pecan-based products to motivate food innovators to think about pecans differently.

“When we let the R&D people taste our pecan wafers, butter and crackers, they were literally chomping at the bit to have their own sample of pecans to experiment with,” says Lisi.

The on-going campaign continues to target trade shows and industry conferences to introduce participants to pecan prototypes to inspire them to create their own products while educating them about the nutritional benefits of gluten-free pecans.

“We’ve had some great conversations around new products based on pecans,” says Lisi. “It takes at least a year to bring new food products to market, but we expect several products featuring Georgia pecans as a key ingredient to be available within the next few years.”

About ST!R Marketing

ST!R Marketing, founded in 2012 and based in Atlanta, helps clients tell their powerful stories and create audience relationships based on trust. Its senior marketing and public relations consultants guide clients at major corporations and non-profit organizations alike through effective and engaging messaging and brand positioning, community engagement and media relations outreach. We also develop memorable special events and manage mission-critical internal communication programs. Members of the ST!R team have earned more than 40 awards for industry leadership, public relations, advertising, design and copywriting excellence. To learn more, call 404-414-8088 today – and let us help tell the world your story.

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