CASE STUDY

Bella Sun Luci

Using PR to Launch A First-of-its-kind Snack

Challenge

Strategy

Results

Challenge

Bella Sun Luci engaged FRESH Communications to support brand awareness around their new Tomato Jerky, a first-of-its-kind vegan snack. This product, while delicious, on-trend, and healthy, was a new concept to media and consumers, so the primary goals were to educate, drive trial and increase overall brand awareness. The secondary goal was to promote Bella Sun Luci’s flagship product, Sun Dried Tomatoes, which are proudly produced in California by a women-owned, family-run company.

Strategy

FRESH evaluated the product to identify key differentiators and trend opportunities. This informed an education-based campaign focused on plant-based snacks, the surprising protein and fiber content of the product, and innovation in the better-for-you snack space. FRESH introduced Bella Sun Luci to targeted media members in the food, nutrition, and lifestyle space through educational, relevant and entertaining pitch angles. They positioned Bella Sun Luci’s Tomato Jerky as a convenient option for on-the-go snacking – especially for those in the vegan and vegetarian community. FRESH leveraged nutrition benefits of sundried tomatoes and key nutrients to position product into timely health and nutrition topics, for example: A Registered Dietitian Just Planned a Day’s Worth of Meals for Balanced Skin

Results

Over the course of just six months, FRESH secured 173 placements and over 1.3 billion impressions. Coverage was secured in top tier media outlets like Men’s Health, Parade, MSN, VegOut, Eat This, Not That, and Redbook. In addition to this coverage, the team sent samples to 58 journalists and introduced the brand to 20 registered dietitians.