adin, the healthy lifestyle agency: food & snacking
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THE HEALTHY LIFESTYLE AGENCY
FOOD& SNACKING
KAMUT® BRAND WHEATCHALLENGE:While there is growing interest in whole grains for health benefits, to get Kamut® mentioned in the An-cient Grains dialog while explaining the trademark and its benefits to manufacturers and consumers was our focus.
HOW:We posit ioned 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 dieti-cians, 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 Kam-ut® Wheat.
RESULTS:Global sales have been increasing each year. Kamut® Wheat appears consistently in nutrit ion books and cookbooks, is covered by the media and featured in recipes on a daily basis. Awareness is at an all t ime high following coverage on Dr. Oz, including a f ive minute segment as part of an Ancient Grain Story.
ONE GRAINAT A TIME.
CREATIVE COLLATERAL & PHOTOGRAPHY
NATIONAL PR CAMPAIGN
CONNECTING WITH INFLUENCERS
FASHION DESIGNER,VALENTINO
KATEGOSSELIN
ROCCODISPIRITO,CELEBRITYCHEF
SOCIAL MEDIA
FRUIT BLISS
CHALLENGE:To help this new brand make its mark and gain more distribution with the launch of its organic l ine. Limited budget and short t imeframe not withstanding.
HOW:By creating a simple yet elegant concept, our strategy was to expand the brands init ial posit ioning as a healthy family snack to a broader audience of healthy, foodies. By leveraging the exotic locations of the fruits with compell ing visuals, we let the fruits speak for themselves.
RESULTS:Stage one of the rebranding project including logo, packaging, posit ioning and website, were all designed to showcase the luscious, seasonal organic fruits picked at their peak of r ipeness. 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 SNACKCHALLENGE:Bars rule the “healthy” snack category. How to break in with a new brand and a new concept with l imited social media presence, no consumer awareness and very l i tt le retail distribution.
HOW:Find the early adopters.The init ial six months of the campaign was focused in New York City where NUWI could be found on re-tai l shelves. We targeted the vegan and healthy l i festyle community—consumers who actively seek new, innovative brands that al ign with their l i festyle. We developed strategic al l iances with key influencers and sampled, sampled and sampled some more!
Thousands of NUWI was given out at consumer events l ike 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 l ikes have grown over 200%, and fitness, vegan and gluten-free influencers are declaring their love for NUWI.
DRINKABLEGRAINS.
INSTAGRAM & TWITTER
COLLATERAL & RECIPE GENERATION
NEW YORK FOCUSED PR CAMPAIGN
OLYMPUSCHALLENGE: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 l imited budget and a short t imeframe 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 lett ing “Greek Yogurt fans” speak for the brand. Media, chefs, personalit ies, 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 init iated to confirm the taste and quality of the brand stood up to the market leader. The posit ive outcome of the test market proved the viabil ity of the brand. As a result, to be price competit ive, Olympus has decided to build a plant in the US.
AUTHENTICGREEK YOGURT.
BRANDING & PACKAGING
NATIONAL PR CAMPAIGN
SOCIAL MEDIA
