TruWhip Product Launch
The very first organic whipped topping
An exciting opportunity for Drake Cooper’s PR team, Peak Foods, LLC presented us with the task of promoting the very first organic frozen whipped topping. At the time of launch, TruWhip had been accepted into all Whole Foods Markets across the U.S so we developed a strategy to concentrate the PR efforts into markets where distribution was secured and would provide the greatest ROI.
Focusing on consumers who frequent Whole Foods Markets, and creating a buzz about TruWhip among them, the es/drake PR team identified a list of key markets where Whole Foods is located and an A-list of daily newspapers that have the capacity through high circulation numbers to reach target consumers of the brand.
In just three weeks, we developed a plan, put on a full court press to national media publications and have received tremendous feedback and attention from Contra Costa Times, Oakland Tribune, Chicago Tribune, The Boston Globe, Atlanta Journal-Constitution, Supermarket News, Organic Retailers Online, Agriculture Industry Today, and more.
The following coverage was received as a result of our outreach efforts:
Contra Costa Times:
o Impressions: 183,307 daily
WebMD online:
o Impressions: 6.9 million/month
Atlanta Journal-Constitution (online and print):
o Impressions: 367,110 daily
Houston Chronicle:
o Chron.com impressions= 5.8 million
o Readership: 1.2 million daily
o Digital Impressions: 7.2 million unique visitors per month; 62.9 million views per month
Healthy Cooking @ Suite 101:
o Impressions: 1 million + page views/month
Supermarket News:
o Impressions: 52,000/week
Agriculture Industry Today:
o Impressions: N/A
Organic Living Food (online):
o Impressions: N/A
Since the initial launch of the public relations efforts, TruWhip™ has been accepted into an impressive number of retail outlets, specifically natural health markets.
At the beginning of the campaign, before pitching to media and participating in blogs, TruWhip’s Google search was limited to a few online retailers that carried the product. Since our efforts and media outreach, Google search results for TruWhip have increased substantially, lending further credit to the overall product launch success and the ability of viral marketing and PR to increase consumer awareness and create dialogue among them.