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This commercial was produced by Jim Ure Company for Mount Olympus Waters as its primary branding tool. Emphasized is the company’s namesake mountain and the company’s long-standing in the community, tapping into a consumer loyalty for this local brand. The commercial is designed to air in significant events with large audiences.

Producer and Copywriter was Jim Ure. Photography was directed by William C. Bailey. Duff Clawson directed this commercial. The voice-over is by Miles Neff.

Jim Ure Company has served Mount Olympus Waters, Inc., since 1984, and has helped the company grow in double-digit percentages for many years.

Mount Olympus Waters, Inc., has found itself in a dilemma –like all users of television—by the rising production costs for television commercials. The question: How can we reduce these costs and still maintain high production values? Mount Olympus Waters sells a high quality, premium-priced spring water, and reduction in the quality of the commercial would reflect on its product and position in the market. The Jim Ure Company solution: design the commercials so they could be syndicated in other markets. To date Mount Olympus Waters commercials have been sold to other bottled water companies in twenty eight U.S. markets and in New Zealand.

Americans consume about 1.5 lbs of lamb per capita year, compared to nearly 60 pounds per year per capita consumption of beef. Most lamb is sold in upscale restaurants, and among sophisticated palates it finds wide acceptance. It was apparent that there is a potential for increasing the consumption levels of lamb.

Jim Ure Company is developing and marketing three new lamb products for home and institutional consumption. They are sold under the brand name of Kings Peak.

Working with the Utah Woolgrowers, McFarland’s Foods, the Utah Department of Agriculture, Utah State University and AgriSolutions, we guided the work on heat-and eat barbecued lamb, lamb with curry and lamb with garlic. We are also working on a quick-serve product called lamb medallions. Interestingly, these product are created from under-utilized portions of lamb, and may significantly help increase the profits to the lamb raiser.

Jim Ure Company, working with AgriSolutions, created a grant proposal to the U.S. Department of Agriculture’s Rural Development Agency to test market these products.

The result was that we were able to generate a grant of $840,000 to market the products.

They will now be focus group-tested, and an advertising and marketing program will be rolled out with significant matching advertising support from KSL TV and Radio.

Here is the King's Peak story we created for this product:

The King's Peak Story

Grazed in Utah’s high mountain valleys under the care of sustainable family-owned ranches, our natural lamb is the result of crystal-clear mountain water, fresh, rich grass, and thoughtful breeding and husbandry practices. Our lamb is never given antibiotics or growth promotants.

Famous the world over, lamb from Utah’s high mountain valleys provides the ultimate dining experience for your family and guests. Distinctively mild flavor and perfection in table quality are the result of cool nights and sunny days that encourage rich, high-country grass that is perfect for lamb-raising.

King's Peak brings a delicious change of pace to your dinner table. The chefs in the kitchens of King's Peak have created a mouth-watering and easy-to-fix barbecued lamb entree. Serve with crusty bread, fresh baked potatoes, rice, or over toast. Toss a salad and voila, you have a quick light lunch.

One of our important partners in determining public attitudes and purchasing habits is Richard Kagel of Kagel Research Associates. Working with Dr. Kagel we are able to identify markets and unique ways of reaching them through knowledge of how they think and respond to various messages. Dr. Kagel has done research projects for the largest corporations in America and has been an important part of the growth of our company.

For more information see his website at www.kagelresearch.com.

Jim Ure Company
Case History #5
An Insurance Company
"Increasing Seminar Attendance"

A Utah insurance company—Horizon Financial—had been conducting free dinner seminars in order to generate prospects for their financial services. In spite of using radio schedules and mailers, they seldom had more than five or six persons come to any of their monthly dinners at the Joseph Smith Memorial Building.

Horizon asked Jim Ure Company to look at their program. After analyzing the history and materials used in their marketing, we determined the problem was that their advertising materials lacked the motivating elements that bring people to the seminars.

After researching the market, we worked up two powerful copy lines for use as headlines on mailing materials. The headlines:

and

Procrastination:
Your Only Obstacle To Wealth.

As a test, we urged that half their zip code mailings (500 per seminar) be sent one headline idea, the other half get the second idea. We produced the mailers and implemented the program. Twenty seven persons attended the next Horizon seminar, and thirty five attended the one after that. (We found that the "Hunger" headline pulled slightly better than did the "Procrastination" headline).

As part of this project we also designed a sales kit cover in which materials could be placed, along with a salesman’s card.

Mount Olympus Waters commercial and residential cooler business was experiencing competitive pressure from a company providing filtration systems.

Jim Ure Company tracked the competition’s advertising buys, then produced radio commercials designed to neutralize them by offering Mount Olympus Waters own line of filtration equipment that made the phones ring with inquiries.