The Curious Creamery: New Product Launch <\/span><\/strong><\/span><\/p>\r\n The Curious CreameryTM, a Los Angeles-based start-up, was looking to support the 2016 launch of its new line of DIY ice cream mixes. A key challenge was the company’s tiered launch with a West Coast retailer confirmed in May, and national distribution slated for late July. <\/span><\/p>\r\n Communication Goals <\/span><\/strong><\/span><\/p>\r\n -Support distribution and build retailer enthusiasm Execution <\/span><\/strong><\/span><\/p>\r\n -Sourced and supervised professional vendors including website developer Results <\/span><\/strong><\/span><\/p>\r\n -Secured nearly 1500 mentions in a three-month period generating 169 million impressions -National media mentions include Hungry Girl, SheKnows.com, Supermarket Guru, The Scene (Conde Nast), and The Daily Meal -25 broadcast segments in key markets including Hawaii, San Diego, Tucson, and Houston - 15 earned blogger reviews and reader giveaways including Mommies with Cents, Hawaii Mom, Savvy Saver and more <\/span><\/p>\r\n<\/div>\r\n<\/div>\r\n<\/div><\/div>\n\t\t\t<\/div>\n<\/div>"}}
-Build consumer awareness in key local and national markets, following distribution -Differentiate the brand by positioning it as an innovator in the DIY category
-Drive interest by highlighting the creative, fun and easy to use aspects of DIY desserts -Leverage July’s Ice Cream Month as a timely media angle <\/span><\/p>\r\n
-Drove re-launch of brand’s website; provided direction, content and visuals -Developed communication assets including press materials, recipes and photography -Crafted messaging to highlight innovation and creative usage applications -Conducted outreach to local, national media
-Partnered with retailers to generate support via owned social media platforms -Drove brand mentions and product reviews via outreach to lifestyle bloggers <\/span><\/p>\r\n
-Media highlights include a two-page syndicated company profile which ran in the Los Angeles News Group, appearing in The Orange County Register, The Long Beach Press Telegram, The Daily News and the Torrance Daily Breeze <\/span><\/p>\r\n
-Regional placements include The Bakersfield Californian, a second mention in The Orange County Register, The Sacramento Bee, San Diego Magazine, Shockingly Delicious, OnSecond Scoop, Thirsty Times, Yelp! Hawaii, West Coaster Magazine <\/span><\/p>\r\n
- 10 trade media mentions include Grocery Headquarters, Prepared Foods and Progressive Grocer <\/span><\/p>\r\n