With recent incidents of food poisonings caused by contaminated beef, spinach, and lettuce, consumers have become increasingly concerned about the safety of the food supply chain. So when Creative Culinary Marketing Solutions (CCMS) was preparing to launch CulinaryPrep - a kitchen appliance that removes dangerous impurities from food - it turned to Keymer Group Strategic Communications (KGSC) to build widespread buzz and awareness.
Consumers are wary of products that promise to deliver unprecedented results, so "my cynicism is what drove the strategy," says Simon Keymer, president of Keymer Group (KG). "There was no real point in going to print media coverage because people would never believe it was going to work."
Instead, the team approached a video strategy that would demonstrate the product's unique capability.
"Our main objective was to clearly move from pre- revenue to where we had sales revenue and customers," adds Jeff Schroeder, president of CCMS.
KG sought to draw people to culinaryprep.com, which includes segments on the scientific test results, how to use the product, a link to a CulinaryPrep blog, and also a YouTube video on in-home use.
Once the site gained traction, the team was then able to leverage the hits and coverage on several blogs to pitch media and broadcast around the US.
Web-site traffic went from between 10 to 30 visits a day pre-launch to 600-plus visits the next day. Coverage was secured on multiple blogs, as well as local and national TV outlets. CulinaryPrep was also picked up by catalog retailer, Frontgate, Keymer notes.
"[We had] to move up our expansion plan because we generated so much attention," Schroeder notes.
"We will use [KG] to continue to build awareness for the CulinaryPrep and our next product," he adds.
PR Team: Creative Culinary Marketing Solutions (Atlanta) and Keymer Group Strategic Communications (Jacksonville,FL)
Campaign: Launch of CulinaryPrep
Duration: August-December 2007