THE HEALTHY LIFESTYLE AGENCY
FOOD
& SNACKING
KAMUT BRAND WHEAT ®
CHALLENGE: While there is growing interest in whole grains for health benefits, to get Kamut® mentioned in the Ancient Grains dialog while explaining the trademark and its benefits to manufacturers and consumers was our focus.
HOW: We positioned charismatic company Founder, Bob Quinn, as a “Farming Futurist ” to speak to trends in organic food, sustainable farming and GMO issues. By focusing on Kamut® recipes for professionals, chefs and consumers we created tremendous online and traditional media coverage. A key component of the Kamut® PR campaign has been to introduce the brand to influencers—including registered dieticians, cookbook authors and a variety of celebrity chefs, such as Rocco DiSpirito. Education has also been an important part of the campaign. We teamed up with Cricket Azima of The Creative Kitchen and Whole Foods for Kids Cooking Camps in New York City as well as media cooking events. Most recently, published research studies are supporting the heart health benefits and antioxidant properties of Kamut® Wheat.
RESULTS: Global sales have been increasing each year. Kamut® Wheat appears consistently in nutrition books and cookbooks, is covered by the media and featured in recipes on a daily basis. Awareness is at an all time high following coverage on Dr. Oz, including a five minute segment as part of an Ancient Grain Story.
ONE GRAIN AT A TIME.
CREATIVE COLLATERAL & PHOTOGRAPHY
NATIONAL PR CAMPAIGN
ROCCO
DISPIRITO, CELEBRITY CHEF
KATE
GOSSELIN
FASHION DESIGNER,
VALENTINO
CONNECTING WITH INFLUENCERS
SOCIAL MEDIA
FRUIT BLISS CHALLENGE: To help this new brand make its mark and gain more distribution with the launch of its organic line. Limited budget and short timeframe not withstanding.
HOW: By creating a simple yet elegant concept, our strategy was to expand the brands initial positioning as a healthy family snack to a broader audience of healthy, foodies. By leveraging the exotic locations of the fruits with compelling visuals, we let the fruits speak for themselves.
RESULTS: Stage one of the rebranding project including logo, packaging, positioning and website, were all designed to showcase the luscious, seasonal organic fruits picked at their peak of ripeness. The new branding was unveiled at The Natural Products Expo East trade show to rave reviews. What was once considered a “dry� category, is now gaining wide consumer appeal.
FOCUS ON IT’S STANDOUT FEATURE.
LOGO & PACKAGING
WEBSITE & ILLUSTRATION
SOCIAL MEDIA
PR BLOGGER CAMPAIGN
NUWI QUINOA SNACK CHALLENGE: Bars rule the “healthy” snack category. How to break in with a new brand and a new concept with limited social media presence, no consumer awareness and very little retail distribution.
HOW: Find the early adopters. The initial six months of the campaign was focused in New York City where NUWI could be found on retail shelves. We targeted the vegan and healthy lifestyle community—consumers who actively seek new, innovative brands that align with their lifestyle. We developed strategic alliances with key influencers and sampled, sampled and sampled some more! Thousands of NUWI was given out at consumer events like Green Festival NYC, The Seed Experience and Gluten & Allergen Free Expo. We executed an aggressive PR outreach to New York media, bloggers and trade media to spread the NUWI word. An integrated social media campaign with custom graphics has gone a long way to creating consumer interest in the brand and creating the kind of buzz a newcomer creating a new category needs!
RESULTS: NUWI is getting noticed! From the Today Show to the Huffington Post the news is that there’s a new snack in town. Facebook likes have grown over 200%, and fitness, vegan and gluten-free influencers are declaring their love for NUWI.
DRINKABLE
GRAINS.
INSTAGRAM & TWITTER
COLLATERAL & RECIPE GENERATION
NEW YORK FOCUSED PR CAMPAIGN
OLYMPUS CHALLENGE: A market leader in the Greek dairy industry, Olympus was unaccustomed to the size and scope of the US market. What to do with a limited budget and a short timeframe in which to deliver results for a test market campaign?
HOW: Connecting the authenticity of Olympus Greek Yogurt imported from Greece, with US consumers was achieved by letting “Greek Yogurt fans” speak for the brand. Media, chefs, personalities, dieticians, and bloggers —all became vocal Advocates for Olympus. Sampling, Events, PR, Social Media and Radio were used to get thousands of people to try Olympus Authentic Greek Yogurt.
RESULTS: The success of the campaign created a conundrum: As distribution, awareness and sales grew, Olympus had to decide how best to build a sustainable business model. New packaging was created to appeal to US buyers and focus groups were initiated to confirm the taste and quality of the brand stood up to the market leader. The positive outcome of the test market proved the viability of the brand. As a result, to be price competitive, Olympus has decided to build a plant in the US.
AUTHENTIC GREEK YOGURT.
BRANDING & PACKAGING
NATIONAL PR CAMPAIGN
SOCIAL MEDIA
THE HEALTHY LIFESTYLE AGENCY
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