Retail PR & Digital Marketing

Taking Media Relations to Another Level By Strategically Educating Media and Consumers on the Plant-Based Lifestyle as a PR Tool

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The Challenge

A popular Australian brand had its eyes set on the U.S. marketplace, wanting to introduce its first-of-its-kind macadamia nut milk to American consumers and the media. The concept of regenerative farming and this agricultural commitment required introducing the press and the public to the benefits of this innovative technology. The goal was to drive traffic to the website through TV and online media features to position the brand for a retail sell-through.

The Strategy

The ChicExecs team obtained quality press features through media relationships to promote their product as a healthy dairy-free alternative. We helped position the brand for retail sell-through at key retail partnerships, including Walmart locations nationwide.

The Outcome

The successful PR campaign resulted in 212 media placements secured by our team, with an online readership reach of 6.38 billion and 8.56 million online views. By establishing an informative and fun narrative, the interest generated was significant and contributed to the brand’s ongoing success as a new player in the U.S. market.

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