Healthy Warming Winter Eats

Background

The Natural Bagel Company asked SHC to devise a consumer and trade PR campaign that would associate its brand of bagels with healthy eating and raise the profile of its products with core target customers.

Objectives

• Generate recognition of The Natural Bagel Company bagels.
• Communicate its healthy, fresh and tasty credentials within the circles that matter – key opinion informers in the media, target consumer groups and the industry
• Promote the brand benefits focusing on the healthy implications of eating bagels
• Secure quality editorial that will inspire the target audiences to buy, repeat purchase, and recommend to their peer group

Strategy

SHC proposed activity that would provide a consistent level of coverage for The Natural Bagel Company throughout the campaign period.  The priority was to find an interesting and informative way to educate the target audience on the benefits of eating bagels, while using the topical interest in health and fitness issues and the seasonal news agenda to deliver The Natural Bagel Company messages.

Target Audience

ABC1 females/males, healthy eaters, family food shoppers, parents

Campaign Tactics

Concept: To create a series of recipe cards, featuring healthy, tasty recipes for autumn /winter eating, using bagels as a core ingredient.

Working alongside established home economist Sue Ashworth, SHC created special recipes, which were then photographed by leading food photographer Steve Lee. The recipe cards were produced and designed in downloadable formats for delivery in an electronic media pack to ensure easy access by journalists.

The SHC team contacted over 700 journalists, providing details of the recipe cards and The Natural Bagel Company press information, over a two-month period.

Results:

Editorial was achieved across the national newspaper, magazine and broadcast media, including Observer Food Monthly, OK Magazine, The Independent Magazine, Terry Wogan – BBC Radio 2, Olive, Women’s Fitness and Light & Easy.

NBC Said:

Graham Lee, Marketing Consultant

“We are delighted with the results the team generated.  The coverage has been of a fantastic standard and we have thoroughly enjoyed working with SHC.”

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