Sash Bag
Case Studies
Objective
Challenge: SunButter® is a leading sunflower butter brand that wants to give everyone access to delicious sunflower butter spreads, which are packed with more nutrition and less sugar than most nut butters, and are free of the top food allergens. The brand wanted to reach a wider audience of health-minded consumers and share tempting ways to incorporate SunButter® varieties into recipes, so GGB partnered SunButter® with Liana Werner-Gray, a prominent expert and author in the nutrition vertical, as a brand ambassador.
Tactics:
- GGB included Liana Werner Gray’s endorsement as a nutritionist in all SunButter® editorial press pitches.
- GGB pitched segment producers at top-tier national and local networks, positioning Liana Werner-Gray as segment host to share her expertise across a range of topics including food/snack/recipe ideas, nutrition trends, holidays, health and food awareness months, and lifestyle trends, and seed SunButter® products, attributes, and benefits into her discussion points and demonstrations.
- GGB created a series of editorial press pitches for print/online opportunities that offered Liana Werner-Gray as a nutrition expert and seeded SunButter® into her product and recipe suggestions. Topics were skewed to targeted key areas of interest including holidays, nutrition, health/wellness, and lifestyle.
Results to-date:
- Pitched and placed Sash Bag in top-tier print, broadcast, and online media outlets including, but not limited to: US Magazine, People, Forbes, San Diego Union Tribune, Parenting, E! Online, The Ladders, HLN Morning Express, The Talk, The Price Is Right, Extra TV, Latina Style, Woman’s World, Parade Magazine, MomTrends, San Diego Business Journal, KTLA, Fox LA:
- Media placement impressions: 14,546,510.
- Online Readership Views: 207,003,067.
- Estimated Broadcast Views: 30M+.
- Circulation (Print Magazine) Views: 1,422,122.
- Delivered product directly into the hands of 50 targeted celebrities/influencers, garnering social media recognitions including, but not limited to: Dania Ramirez, Alyssa Milano, Amy Davidson, Eva Marcille, Courtney Lopez, Jessica Hall, Melissa Rycroft, Nancy O'Dell, Garcelle Beauvais, Deanna Stagliano.
- Secured giveaway partnerships including: The Doctors, Woman’s World.
