Milking media relations to launch a new yoghurt product
We launched Inner Balance to consumers for Yeo Valley Organic - a household name and a strong brand within the dairy sector.
The aim was to raise awareness for Inner Balance, a new yogurt product, in order to support sales and distribution channels, namely supermarket retailers, by creating consumer pull through and demand.
The budget dictated that a targeted and creative media relations campaign, aimed at monthly women's, food and home glossy magazines, national and regional newspapers would deliver the strongest results.
We persuaded key journalists at the media houses to meet us by creating a point of difference with our Inner Balance product presentation. How? We recruited a tactical partner, Babington House's ‘Cow Shed
’, to attend each media visit to give each journalist a personal pampering session after the product presentation and tasting session. We also created a tailored cow themed press pack containing releases mini products from the ‘Cow Shed
’ leave behind to provide information and act as a reminder.
Meetings with all key media were achieved and they were given a positive and memorable impression of “Inner Balance
” and the Yeo Valley Organic brand. Quality time, over an hour in most cases, was spent with each journalist to brief them on the product and build a relationship for the brand. Coverage targets were exceeded and sales pull through achieved. Lead on and future opportunities for the brand and other products were identified.
