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Featured Press
Case Studies
Changing Consumer Perception: Wonderful Pistachios
Many consumers continue to see pistachios as a “guilty” snack choice, an issue for the $520 million California pistachio industry. As California’s leading producer of pistachios, the $6-billion dollar, privately-owned Wonderful Company needed to shift perception for the category while boosting awareness for its flagship brand, Wonderful Pistachios.
A PR campaign was strategically developed to position California pistachios as a wise snack choice and increase brand awareness for Wonderful Pistachios. Via a health communications program, a published study appeared in the journal “Appetite,” showing that in-shell pistachio snackers consume less calories but with higher levels of satiety. A campaign, highlighting the weight-management properties of pistachios, and the trademarked term “Skinny Nut™,” were incorporated into media and influencer outreach. The Pistachio Health Institute was launched to deliver the health message credibly to influencers, consumers and media.
The PR campaign became one of the most successful at the Wondeful Company, resulting in more than10,000 global media placements including The Today Show, Dr. Oz, NBC’s “The Biggest Loser,” The Food Network, Good Housekeeping, The Doctors, Oprah Magazine, Parade, Prevention Shape, USA Today, US Magazine, National Public Radio, Yahoo! and WebMD among others. All media placements linked in-shell pistachios to weight management, a key differentiator in the snack nut category. Blogger outreach generated 7-million social media impressions with 100% message pull-through; social traffic to the Wonderful Pistachio Facebook fan page grew 193% in a 1-year period while monthly traffic to the Pistachio Health Institute website peaked at 32,000 visitors. Ipsos market research found a 12% shift in consumer perception for the health benefits of pistachios in the first year following the campaign.
Consumer Product Launch: obVus Solutions
Wellness-tech company obVus Solutions, a producer of ergonomically correct home office tools, partnered with SG Public Relations in 2021 to bring awareness to the launch of the company’s product line.
In a two-year period, SG Public Relations strategically garnered more than 500 top-tier and commerce articles, with an estimated reach in excess of 5 billion, in the most prestigious media outlets including multiple listings in Wired, as well as a feature front page mention in The New York Times, and articles in Fortune, Forbes, Newsweek, Good Housekeeping, Rolling Stone, MSN, Yahoo, NBC’s Today, Investopedia, Dr. Phil, The Doctors, KTLA and more; effectively pushing obVus to the top of prominent listicles and driving sales during key seasonal occasions.
SG Public Relations also secured multiple honors and awards for obVus Solutions, including Wired’s annual “Best of” technology feature, Health Magazine’s annual “Healthy Home Awards,” two Webby awards, and two Digital Health Awards. Leveraging obVus’ advisory network, SG Public Relations deepened the company’s credibility in the category, securing expert tip coverage in KTLA Morning News, Apartment Therapy, Yoga Journal, Refinery 29, and much more.
influencer and analyst outreach secured branded e-commerce coverage with Amazon tech influencer Brian McDuff, health expert and author Dr. Amy Myers, technology analysts Frank Vizard and Avi Greengart, among others. As a strategic advisor, SG Public Relations advocated for an affiliate marketing component to be included in marketing, which led to increased incremental revenue for the company.
Extending beyond product relations, SG Public Relations secured a feature story in the New York Times’ business page, highlighting the company’s opening of a $4 million manufacturing facility in the U.S. The story was picked up and amplified across media including the International Business Times, Le Monde, and NHK TV/Japan.
Brand Building: PeaTos
Snack it Forward, a better-for-you snacking company, boasts a portfolio of well-loved brands including PeaTos, a “junk” snack without the junk. In 2022, due to consumer demand, PeaTos relaunched its brand to go entirely plant-based, eliminating all dairy and non-GMO ingredients. PeaTos partnered with SG Public Relations to reach consumer and trade audiences and drive awareness for its new offerings and encourage product trial.
Leveraging Expo West, the industry’s largest gathering of food influential and retailers, SG Public Relations lined up a series of 1-1 media interviews for PeaTos’ CEO Nick Desai, driving excitement and traffic to the booth. Notably, PR efforts caught the attention of editors at leading publication VegNews, which awarded PeaTos its “Best of Expo West,” driving 15 successive branded mentions in a four-month period, reaching 15million vegan readers, a key audience. Following, a media partnership with VegNews secured 700k+ impressions, 55k views on Instagram, and secured an 83% email opt-in.
An ongoing media bureau secured positive media attention for the re-brand with placements in industry trade publications Bakery & Snacks, Nosh, Food Navigator, the Shelby Report among others; and consumer media coverage in USA Today, Good Housekeeping, Hungry Girl, Yahoo, MSN, and more.
Influencers shared love for PeaTos across Instagram, YouTube, TikTok and Facebook platforms. Influencers included Disney teen celebrities, the Real Housewives, the Reality Love Coach, vegan influencer and entrepreneur Jenna Stojkovic, Tony Pride of the Cardinals, the National Football League (NFL), Vegan Hacks and more.
A cause-related partnership with non-profit We Don’t Have Time, which advocates for global climate solutions, supported brand loyalty, elevating the brand image and building brand preference.