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Brief

Open Comms was approached by Calbee UK to launch a new snack brand. Influenced by Japan, the snacks were baked as opposed to fried and made from green peas. As a category innovation there was a great deal of excitement around this new product and Open were just the team to pull together some creative ideas to attract attention and secure year-round coverage. As a result the agency secured the brief for PR launch, ongoing press office and social media management.

Recommendations

Attracting media attention

Open Comms sent journalists a selection of snacks, which were carefully packaged along with a ’magic tree’. The trees would blossom over a 24-hour period, which is known as Sakura and is celebrated in Japan. Within the package was also an invitation to take part in an exclusive Tabata class in London. The idea was that we would reinforce the message that this UK manufactured snack was a healthier alternative, with subtle reference to the heritage of its parent company, Calbee Inc.

An ongoing press office

This activity was followed up with regular feature contributions, a year round schedule of competitions and blogger engagement.

Results

The launch campaign was a great success with journalists from national and trade media coming along to get involved in the activity. Not only did this quickly establish relationships but also secured coverage before the product was even listed.
Ongoing activity that was managed year-round by Open Comms supported the initial launch and meant that we could continue to drive engagement, regularly taking share of voice in ‘what’s hot’ pages of the consumer media, best buys and full page features in trade press.
The results made for impressive reading with a total PR value of more than £954,000, audience reach of 56m, social engagement of 4.8m and more than 243,000 competition entries.
This first campaign paved the way for the brand and made consumers aware of an alternative to fried potato crisps.