More Project Info

Project Details

Skills Needed

PR

Client

GoodBelly Probiotics

Client URL

https://goodbelly.com/

Project Description

Challenge


Following the initial peak of the COVID-19 pandemic in 2020, the number of consumers seeking immune support from vitamins and supplements increased by 56%, according to Murphy Research. With 70% of the body’s immune system connected to the digestive tract, a properly functioning digestive system is essential to maintaining overall health. In 2021, GoodBelly launched GoodBelly To Go™ Fast Melts, which took the powerful probiotics GoodBelly was known for in shots and juice quarts, and put them into a convenient, easily portable powder that also allowed for easier distribution DTC. To excite buyers in Q1 of 2021, GoodBelly needed to spread the word to the trade community about this innovative product and format designed to meet consumer desires and needs.


Solution


SchroderHaus developed a strategic B2B launch campaign including distribution of a press release and targeted trade outreach to maximize awareness and sales of the new shelf-stable product in the summer of 2021. SchroderHaus also led in the submission of Immune Support Fast Melts for the 2022 Expo West NEXTY awards in the Best New Supplement category to increase awareness and recognition ahead of the annual conference in March.


Results


By implementing this trade media strategy, team SchroderHaus generated the following results:

  • SchroderHaus secured 13 stories in key trades including FoodNavigator-USA, NutraIngredients-USA, Naturally Boulder and Beverage Industry Magazine, far surpassing our goal of three stories

  • Media stories secured had a total reach of 2,630,000, contributing to 80,600 estimated views

  • Immune Support Fast Melts were a 2022 Expo West NEXTY finalist in the Best New Supplement category, further adding credibility to the launch

  • Most importantly, the sales team got positive feedback on the launch of the Fast Melts with pick up being secured in Whole Foods, and sales quickly gained traction on Amazon, expanding the brand’s DTC sales via ecommerce