Primula-pods-lrg

Primula Pods

Freshwater was challenged by Primula Cheese to launch their new cheese snack product, Primula Pods. Aimed at the school lunchbox market, the priority was to raise awareness of Pods as a healthy-choice snack to mums.

To reach the target audience, Freshwater proactively targeted a number of high profile parenting and family bloggers to review Primula Pods, both individually and in partnership with Tots 100 and MumsNet. We also secured a number of child-friendly recipe features in key press and online. A survey conducted with Mumsnet, into lunchbox eating habits, provided a further news hook to support the Pod launch.

Over the six-month campaign, 40 features and reviews of Primula Pods appeared online and in print with a total reach of over 7 million readers and unique online users. Over 65% of coverage generated was in tier one media outlets, which included Pick Me Up, Practical Parenting & Pregnancy, Slimming World, Aberdeen Evening Express, Sunday Mirror and Parent’s Bloggers Network. Over 25 influential parenting bloggers and food journalists received samples to review.


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