Challenge

With one out of every three bites of food we eat depending on pollinators (USDA), Justin’s has been a long-time supporter of pollinator conservation efforts working to protect our buzzing friends. As consumers’ spending habits and inflationary challenges forced shoppers to make tough decisions about what to put in their shopping carts in 2023, it was a critical time to educate consumers about the important role that pollinators play in our food system and communicate why they should continue to give preference to Justin’s® products. Justin’s challenged SchroderHaus to build awareness of the brand’s commitment to protecting our very important pollinators (VIPs), while driving incremental sales of products dependent on ingredients that rely heavily on pollination.

Solution

To gain awareness of the brand’s ongoing commitments to pollinators, SchroderHaus developed a “Nuts About Bees” integrated campaign timed with National Pollinator Month that educated consumers on the key foods that depend on pollinators; how consumers can easily support pollinator conservation; and simple ways to adjust everyday habits to protect bees, ultimately tying back to Justin’s prioritizing clean, mindfully-sourced ingredients across its portfolio. This included the launch of a campaign-specific landing page; an NYC media and influencer event; concerted media outreach; paid influencer partnerships; curated mailers to non-paid influencers and media; and a consumer giveaway that helped drive visits to the landing page. SchroderHaus worked with Justin’s paid media agency, Barkley, to amplify reach of the video created to capture what it would look like if one in three bites of food was removed from plates in real time.

Results

• Total potential reach of over 920k from social mentions from 24 top-tier influencers and media attending the NYC educational event
• Total potential reach of over 1MM as a result of curated mailer kits sent to targeted influencers and media
• More than 16k impressions and 100k in potential reach from trade coverage
• Total potential reach of over 235MM and 444 pick-ups from the press release
• Paid influencer partners’ content had a total potential reach of 769.5k and content received an average engagement of 3.7%
• Boosted support behind influencer content resulted in 1,556,893 impressions, a CPC of only $0.23 and 51,659 clicks
• The consumer giveaway received 17,412 entries and the paid campaign alone drove more than 170k clicks to the landing page
• Campaign video had 6MM plays with a cost per completed view of $0.02

Challenge

A survey conducted by Food Insights in 2021 found that one in four respondents selected regenerative agriculture as a very important factor in their food and beverage purchases (Food Insight 2022). While Artisan Tropic, a family-owned and operated company committed to nourishing its farmers, employees, consumers and planet, had been implementing regenerative agriculture farming practices, it wasn’t until 2023 when they were ready to share this story with consumers. The brand tasked SchroderHaus with building brand awareness, increasing engagement and touting this mission-first approach [along with retail availability] during the perfect seasonal moment – April Earth Month.

Solution

To both highlight Artisan Tropic’s commitment to regenerative agriculture and support their retailer relationship with Whole Foods Market, SchroderHaus developed an influencer engagement strategy including partnering with three influencers to host giveaways on their channels with callouts to the brand’s Whole Foods Market availability. With a limited budget for influencer fees, SchroderHaus negotiated partnerships on behalf of Artisan Tropic with the deliverables including an in-feed Instagram giveaway post and accompanying image, and at least one supporting story to promote the giveaway. To ensure high performance, SchroderHaus included boosting in each partner’s usage rights and also encouraged partners to actively engage with fans during the giveaway period.

Results

By implementing this focused influencer program, SchroderHaus surpassed all set key performance indicators, including:

• Surpassing the total potential reach goal of 30,000 by more than 8 times the goal
• Across the three paid partners, content saw an overall average post engagement rate of 12.9%, surpassing the goal of at least 3%
• Lastly, Artisan Topic continues to be a preferred vendor for Whole Foods Market with an increased number of SKUs now available at the store

Challenge

According to a report by ResearchAndMarkets.com, the U.S. functional beverage market is expected to grow at a 7.98% compound annual growth rate by 2028, and early in 2023, Nova Naturals came to SchroderHaus for help with generating excitement for beverage brands under its umbrella with functional benefits – C2O and Steaz. This included celebrating C2O’s existing portfolio and latest innovation – 1 Liter Organic Coconut Water – and Steaz’s existing portfolio both in the lead up to Natural Products Expo and during the key summer selling season. The overall goals were to build awareness of how each brand continues to lead their respective categories, bolster each brand’s social media presence, and attract retail interest.

Solution

To cut through the clutter of social activity and excite retailer interest during Natural Products Expo West, SchroderHaus developed and implemented a paid influencer strategy that included Reel content developed from booth visits, as well as custom lifestyle content created and posted during the show. To keep C2O and Steaz top of mind during the peak summer season, SchroderHaus activated a paid influencer program with select influencers that would authentically connect to each brand’s core consumers. The waved content with each partner included hosting summer get-togethers with C2O and Steaz at the center.

Results

By implementing these focused influencer programs, SchroderHaus reached or surpassed all set key performance indicators, including:

• Expo West Campaign
  • Total potential reach of paid influencers was more than 700K, surpassing our goal of 500K
  • In-feed influencer content saw an overall average of 8% engagement rate, with engagement goals for all content reached or surpassed
• Summer-Long Campaign
  • Between the two brands, the total potential reach across the 7 partners and their pulsed summer content was over 7 million, and actual reach was 736K, with the reach goal of 700K surpassed
  • Reel content across paid partners had an average engagement rate of 4.2% between the two brands, surpassing a goal of 2-3% engagement

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

Challenge

Early 2022 GlobeScan research conducted on behalf of the Marine Stewardship Council (MSC), the international not-for-profit responsible for the world’s most widely used sustainable seafood ecolabel, found that people were increasingly changing their diets for environmental reasons as concerns over climate change grew. Recognizing these insights the MSC challenged SchroderHaus to inform media that by simply purchasing a product with the MSC blue fish label, climatarians can easily make a seafood purchase that fits into their budgets, and that’s good for them and the ocean, too.

Solution

To raise awareness and understanding of the role the MSC plays in ensuring seafood can be a sustainable and affordable option available for generations of climatarians to come, the SchroderHaus team strategically produced the second ‘Dining Together for a Big Blue Future’ event in May of 2022. The SchroderHaus team researched and vetted up-and-coming chefs, ultimately selecting Chef Adrienne Cheatham, veteran of Michelin-starred kitchens, Top Chef runner up and SundayBest pop-up founder/cookbook author, to craft the menu around MSC certified products. SchroderHaus then carefully selected media local to New York to invite to the dinner, including those that cover sustainability and food. The dinner was held at the historic James Beard House in New York City ahead of June National Oceans Month in 2022, to provide media with a timely news hook for coverage. SchroderHaus then leveraged both Chef Cheatham’s recipes and the seasonal moment in post-event media follow up.

Results

The combination of a carefully-selected venue, decor, custom cocktails, multi-course menu and informative content shared throughout the evening sparked conversation about the future of sustainable seafood and generated the following results:

• Secured EIGHT stories in outlets like Good Morning America online (multiple stories), MindBodyGreen, Civil Eats, Thrillist, Epicurious and Kids Post, the Washington Post’s kids’ edition
• Surpassed the set media impression goal with an estimated 4.4 MILLION coverage views
• Successfully supported the MSC in increasing the number of consumers who believe their choices make a difference to the health of the ocean by 7%, as shared in the MSC’s biennial ‘Consumer Insights Global Report’

Challenge

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.

Solution

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.

Results

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

Challenge

At the end of 2021, the functional beverage market was set to hit $46 billion in just two years, according to a study conducted by glanbia nutritionals. Rowdy Mermaid expanded its portfolio beyond Kombucha to include new Adaptonic (sparkling adaptogen tonic water) to help drive category growth and strengthen its position as a functional beverage leader. With this added innovation, Rowdy Mermaid wanted to convey the brand as much more than a beverage company, but a promise of a better future – for ourselves and the planet. The SchroderHaus team was challenged to excite retail partners and consumers with the latest splash from Rowdy Mermaid by garnering trade, local and consumer media coverage.

Solution

SchroderHaus developed a strategic new product launch campaign including the development and distribution of a press release; securing a trade exclusive; conducting targeted outreach to additional tier one trades, local and consumer media contacts with the press release and interview opportunities with the Rowdy Mermaid team; engaging the Colorado community with news from the local brand; and simple, yet effective mailer kits that would inspire coverage from consumer media experiencing the new product directly.

Results

By implementing this comprehensive media strategy, SchroderHaus surpassed all set key performance indicators for the campaign, including:

• Secured trade exclusive with top tier trade outlet, BevNET, including an interview with Founder and CEO, Jamba Dunn
• Secured eight additional trade placements in key, relevant industry trades including FoodNavigator-USA, Beverage Digest and Brewbound
• Secured and coordinated two top-tier local stories from Denver Post and Boulder Weekly
• Distributed 21 Adaptonic kits to interested consumer and trade media, surpassing our goal of 15
• Secured four national consumer mentions from outlets like Forbes, Parade, Clean Plates and LA Weekly

Challenge

In the Spring of 2022, leading U.K. tea company, Clipper Tea, relaunched in the U.S. with a packaging redesign and the introduction of three new tea flavors. Although well-established in the U.K. and other European markets, few American consumers were familiar with the brand. SchroderHaus was tasked with building brand awareness, boosting social engagement and increasing Amazon traffic to ultimately drive sales in the U.S. market.

Solution

To increase engagement and awareness for Clipper Tea’s U.S. Instagram profile, as well as adapt to Instagram’s new algorithm that prioritized REELs, the SchroderHaus team developed a strategic social media program that incorporated both Instagram REELs and collaborative giveaways into Clipper Tea’s content mix of organic and paid content. The curated content leveraged the brand’s cheeky sense of fun, on-trend flavors and seasonal moments to attract and excite consumers to try a better cuppa from Clipper Tea.

Results

By implementing this new comprehensive social strategy, SchroderHaus surpassed all set key performance indicators for 2022, including:

• Increased Clipper Tea’s following by 50% between June and December
• Instagram average engagement rate: 49%
• Instagram average organic reach per post: 1,517
• Collaborative Instagram giveaways in Q4 resulted in almost 500 new followers, which equates to approximately 40% of followers gained during that quarter
• Clipper Tea’s top Instagram REELS achieved average engagement rates of more than 100%, including views, and over 20,000 plays
• Amazon traffic ads featuring new REELS averaged $0.19 CPC, tracking far below average industry standard of $0.94 CPC
• CPM (cost per 1,000 reached) of $2.10 on awareness ads featuring new REELS, a compelling achievement knowing industry benchmark of $4.80