Contacts:
Alicia De Martini
MyWebGrocer
802.863.3929 ext.102
alicia@peoplemakinggood.com
Andrea Cousens
A. Eicoff & Company
Phone: 630-778-0208
andrea@cousenscomms.com
Ashley Saunders
Jelmar
Ashley.saunders@sohosquarepr.com
MyWebGrocer Partners with A. Eicoff & Company to Expand CLR
Customer Reach through Digital Advertising
Applying DRTV Advertising Best Practices to Online Ads
Produced 67% More Consumer Trials
Chicago, IL – April 25, 2012 – MyWebGrocer, the leading provider of digital grocery solutions has
partnered with direct response TV (DRTV) leader, A. Eicoff & Company, to pilot a new digital
advertising campaign for Jelmar’s CLR line of cleaning products. The goal of the campaign is to
increase awareness of CLR in the digital world and reach online consumers at the point of decision - as
they are interacting with web-based grocery planning and shopping tools.
“We have already experienced the benefits of DRTV advertising for a number of years,” said Alison
Gutterman, president of Jelmar, LLC. “The pilot program will allow us to extend our already
successful campaigns to the web through MyWebGrocer’s platform and provides the opportunity to
connect with even more consumers as they are planning purchases. The program allows us to
maximize the impact of our overall advertising campaigns through multiple online channels.”
MyWebGrocer placed the CLR advertisements, created by Eicoff, on their network of 114 national
grocery sites dedicated to online shopping and planning. This network reaches 6.4 million unique
visitors, the largest digital grocery audience in the country. The initial CLR campaign ran in early 2011
and drove a 14% lift in new consumers who saw the ad.. In an effort to replicate this success, Eicoff
and MyWebGrocer partnered for a second campaign in fall of 2011. The campaign significantly built
upon the success of the first phase, providing a 67% lift in new consumer trials. Both campaigns were
successful in attracting new shoppers who had previously been purchasing competitor’s products.
“The Jelmar CLR ad campaign was designed to communicate brand benefits, drive purchase intent and
strengthen online category share while increasing brand loyalty for CLR in the digital space,” said Dan
Vanchieri, Senior Vice President National Sales from MyWebGrocer. “This was accomplished by
placing the CLR ads at the point of decision, in online environments that already had an active
consumer audience.”
“With consumer attention divided among multiple screens today, companies are recognizing the
benefits of developing more engaging, actionable ads using multiple environments,” said Bill McCabe,
CEO of A. Eicoff & Company. “Working with MyWebGrocer to extend Jelmar’s CLR ad campaign to
new audiences online has proven that DRTV campaigns are effective across any medium.”
MyWebGrocer can provide a Total Shopper Analysis to its advertisers, which is a test measuring the
difference between consumers who had seen the advertisement and those who had not. This research
approach has been reviewed by the Advertising Research Foundation and according to ARF
“Independent review of that procedure has found that it delivers valid measurement.”
About Jelmar
Jelmar provides leading household cleaning products, including the nationally-recognized CLR and
Tarn-X brands, to consumers globally. The family-owned business, which was started more than 50
years ago, distributes its products throughout the U.S., Canada and Australia. In addition to the core
CLR and Tarn-x products, Jelmar develops other innovative cleaning solutions for the kitchen,
bathroom, outdoor furniture, silver, brass and more. For more information, visit www.jelmar.com.
About MyWebGrocer
MyWebGrocer drives digital connections between consumers, grocery retailers, and Consumer
Packaged Goods brands. MWG manages digital solutions for more than 114 retailers nationally,
representing more than 10,000 stores, and 90+ major Consumer Packaged Goods brands. To find out
more about MyWebGrocer’s digital grocery solutions, visit www.mywebgrocer.com.
About A. Eicoff & Company
Eicoff is the largest direct response television (DRTV) agency in the country. The company was
founded in 1959 by Alvin Eicoff, who understood that television had the ability to function as a store
and that media rates were a negotiable commodity. The phrase “or your money back” was coined by
Alvin, and the 800 number came into being, in part, because of his vision and direction for the
television advertising industry. In 1982, A. Eicoff & Company became a division of Ogilvy & Mather.
For more information, visit http://www.eicoff.com.
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