A survey conducted by Food Insights in 2021 found that one in four consumer respondents selected regenerative agriculture as a very important factor in their food and beverage purchases (Food Insight 2022). As a company that has been dedicated to regenerative organic agriculture and plant-based nutrition for 18 years, Navitas Organics is a brand that consumers can feel good about putting in their shopping carts. In the Winter of 2022, Navitas tasked SchroderHaus with spreading awareness for the launch of its Superfoods with Purpose™ vision and the company’s support of A Growing Culture through trade and consumer media engagement.
To highlight Navitas’ long-time commitment to providing what’s best for consumers, the planet, farmers, and its employees, as well as remind the trade community that Navitas is a natural products, regenerative agriculture and superfoods leader, the SchroderHaus team crafted a marketing communications program that combined targeted trade opportunities and opportunistic consumer media engagement. This strategy leveraged both the brand’s Superfoods with Purpose ™ vision and key seasonal moments such as Expo West and Earth Month to garner media coverage.
By implementing this trade and consumer media strategy, team SchroderHaus generated the following results:
- Surpassed trade media coverage goals with five secured natural products, retail and food trade stories in outlets like New Hope Network and Whole Foods Magazine
- Secured three consumer media placements in Eat This, Not That, Forbes and Medium for April Earth Month, with a total potential reach of 156 million
- Developed and distributed a PRNewswire release that crushed the set reach goals, with a total release pickup of 339 outlets and total potential audience of 217 million