Challenge
Bring cottonseed oil, America’s original vegetable oil, back into the spotlight. Once King of Edible Oils, cottonseed had fallen into the shadows of next generation oils.
 Solution
A major “comeback” opportunity arose when New York City made an historical decision to ban trans fats from restaurants, triggering a food-industry frenzy for alternative-cooking oils. Harvest launched the Cottonseed Oil Comeback Tour to reintroduce cottonseed oil as a naturally trans-fat free option. The virtual cross-country tour of successful cottonseed oil users, from regional potato chip manufacturers to national foodservice concessionaires, was brought to life with a new Web site (www.CottonseedOilTour.com), media relations and direct mail.
Results
The campaign has earned hundreds of thousands of dollars in media coverage (not to mention a host of Web design accolades) in food industry, cotton and consumer publications. Promotional efforts have generated multiple sales leads and product trials.
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