ONE GOOD THING
Launching the world’s first wrapper free snack bar
ABOUT THE PROJECT
One Good Thing: Launching the world’s first wrapper free snack bar
One Good Thing – or OGT for short – is the world’s first range of plastic wrapper free snack and protein bars. The team approached us looking to take this exciting new sustainable startup to the masses – and we knew just how to do it!
We quickly set about developing a hard-working media strategy focused on generating b2b coverage to attract investors and retailers, as well as consumer coverage that would drive people to purchase via OGT’s online store.
We launched the product with a full page exclusive in the UK’s most coveted grocery trade title, The Grocer, before seeding the news out to the wider food and grocery trade press. We also secured interviews and comment opps for OGT’s SLT and promoted new hires within the business to showcase its talent.
From a consumer POV, we know that tasting is believing with new products, so we first set about creating as many media and consumer sampling opportunities as we could.
Working with our experiential partners at LINK, we executed a four-day sampling drive across London, where we visited journalists at key media houses Bauer and Hearst, as well as getting Londoners to try them while out and about.
The activity generated lots of noise and buzz for the brand on social media as well as coverage landing across a number of consumer titles. We supported this activity with a drive on wider media taste tests and landed speaker opportunities for OGT’s founder on a variety of foodie podcasts.
Across the initial three month launch campaign, we delivered 18 pieces of quality trade coverage for OGT, along with a number of key consumer placements in the likes of Women’s Fitness and Cyclist magazine. Our sampling drive saw 10,000 bars reach the hands of media and consumers and the noise we generated helped to attract interest from some of the world’s leading snack and confectionary brands all looking to invest in this exciting new sustainable business.
18
pieces of trade coverage including two full pages in The Grocer
10,000
samples issued to media and consumers across a four day London campaign
World leading brands
approached OGT looking to invest after seeing the breadth of coverage
