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.