Michelina’s is a nationally-distributed frozen food brand based out of Minneapolis. However, the company had no social media presence before coming to Spyder Trap in late 2012. Through a combination of new website design, paid advertising and organic engagement we were able to not only establish the brand on Facebook and Twitter, but were able to make the brand relevant in a crowded digital space. We combined product-focused posts with an extensive listening strategy allowing us to find users tweeting about Michelina’s and initiate conversations with potential brand advocates. At the same time, we were increasing referral traffic to their website leveraging a previous untapped audience. This holistic approach took Michelina’s from the bottom of the freezer to top of mind with consumers.