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

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.