Challenge

Good Karma Foods was set to launch its newest plant-based innovation, Plantmilk, to add to their portfolio of flax-based milks and condiments that meet consumer demands for taste and texture akin to their dairy counterparts. Plantmilk was a new innovation that met all the demands of the plant-based shopper: free of all allergens, superior nutritional content, including 5g of plant-based protein per serving and 800mg Omega-3s, delicious taste and smooth and creamy texture. To excite buyers, Good Karma challenged SchroderHaus to develop a paid and earned trade media strategy. Additionally, as the product hit Good Karma’s ecomm shelves the brand also looked to SchroderHaus to secure consumer coverage with notable RD endorsements.

Solution

SchroderHaus recommended securing a trade exclusive; distributing a press release on the wire; conducting targeted outreach to trades with the press release and interview opportunities with the CEO; utilizing paid trade integrations; leverage RD partnerships to tap into the influencer/RD community; and conducting proactive consumer outreach to let top tier media taste the difference for themselves.

Results

• Hosted a Plantmilk-focused breakfasts with Brad Avery and Carol Ortenberg of BevNET/Project NOSH to educate them on Plantmilk and all other exciting news from Good Karma
• Secured an exclusive launch story with BevNET, including an interview with then CEO Doug Radi
• Secured an additional 10 stories with tier one trades, including several feature stories on the growth of the brand and Plantmilk launch
• Trade stories got noticed, and picked up, by key consumer media, including VegOut, GoDairyFree and Green Matters
• Successful paid media integration with BevNET to compliment the exclusive feature story of the launch of Plantmilk, including a brand spotlight, newsletter sponsorship and dedicated E-blast
• Secured three strong consumer mentions through proactive outreach, including Parade and BuzzFeed
• Successful media and social RD partnerships with Andrea Mathis and Tracy Lockwood Beckerman, touting the launch of Plantmilk to their audiences

Challenge

As consumer demand for new products in the plant-based, dairy-free space continues to grow, competition is growing stiff and it has become increasingly challenging for brands to differentiate themselves. Good Karma Foods, the leading producer of plant-based milks and yogurts made from flax was looking for a scalable, cost-effective solution to build brand awareness, product buzz, and demand by leveraging digital influencer networks.

Solution

SchroderHaus partnered with brand-aligned bloggers representing Good Karma’s top three target markets to create engaging, high-quality product-focused content through a series of recipes, reviews, and giveaways online. SchroderHaus armed the blogger ambassadors with materials and messaging and built win-win partnerships to inspire these influencers to become authentic brand advocates sharing the Good Karma Foods story and products with their larger audiences.

Results

• To date, SchroderHaus built brand and product awareness among an audience of ~600K target consumers with relevant, seasonally-focused content
• Secured quick, easy, and delicious new recipe content featuring Good Karma products as a key ingredient
• Increased monthly website traffic by up to 10% a month; and page views increased 30% thus far during program
• Woobox giveaway test generated 7,000 contest page visits
• In one month, generated more than 2,000 new email subscribers
• Blogger coverage helped drive record 600% increase in average weekly coupon downloads to help translate into direct product sales

Challenge

In early 2016, ProYo, the maker of High Protein Frozen Yogurts, secured distribution in the Northeast through Shaws and Star Market stores. With a need to immediately drive sales at these stores, SchroderHaus partnered with the ProYo team to execute an integrated marketing campaign that included a series of consumer and media events in the month of April, Earth Month.

Solution

As part of its local market activation and promotional support for its new distribution, ProYo partnered with Star Market for its annual Earth Month in-store activation, which also included sampling at the annual Charles River Watershed Association (CRWA) Clean Up. SchroderHaus extended this partnership to create an on-brand activation for consumers, media and bloggers. For one day in April, ProYo partnered with Flywheel, a locally-based spin studio, to take over their space and hold classes benefitting CRWA. Each participant in a class that day triggered a donation to CRWA. Following each class, ProYo held a smoothie happy hour, exemplifying the versatility of ProYo products and the post-workout fuel benefits of the 20g of protein found in each serving of ProYo. The event was on-brand, relevant for the market and supported a cause near and dear to Bostonians hearts.

Results

Each Flywheel class on the day of the event was sold out, generating a maximum donation for CRWA. In this competitive media market, SchroderHaus secured nearly 15 local media and blogger attendees for the event, and following the event, an additional 15 bloggers covered ProYo on their social media channels and/or blog. Additionally, ProYo was mentioned on Boston Herald radio, in Boston Commons Magazine and Boston Parents Paper. Most importantly, ProYo heard anecdotal feedback from stores that shoppers were asking for ProYo based on recommendations from local bloggers.