Here's a few examples of how SG Public Relations delivers results.
Changing Consumer Perception: Wonderful Pistachios
Consumer Product Launch: obVus Solutions
Snack Brand Branding: PeaTos
While perception of snack nuts has gradually favorably shifted towards an improved “good for you” view, due to a lack of awareness, in 2010 many consumers continued 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 $5billion dollar, privately-owned Wonderful Company needed to change consumer perception for the category while boosting awareness for its flagship brand, Wonderful Pistachios.
On behalf of the Wonderful Company, a PR campaign was strategically developed to position California pistachios as a wise snack choice, drive consumer preference and increase brand awareness for Wonderful Pistachios. Via a health communications program, and with the support of strategic expert alliances, a commissioned study was published in the journal “Appetite,” demonstrating the positive weight-management aspects of pistachios, showing that pistachio snackers tended to snack slower, consuming less calories but with high levels of satiety. A campaign, highlighting the “mindful eating” benefits of pistachios, and the trademarked term “Skinny Nut™,” were incorporated into press materials, owned social media platforms, and influencer outreach. A non-branded health communications platform, The Pistachio Health Institute, was launched to deliver the health message credibly to influencers, consumers and media. Communication tools included a website, social media channels, downloadable collateral, dietitian-authored blog and quarterly e-newsletter. Influencer activities, including tarvest tours, events, and New York deskside tours reached key consumer outlets including NBC’s The Biggest Loser, Fox-TV, Weight Watchers, Spry magazine, Parade, Woman’s World, Self, Glamour Parenting, Vogue, Prevention, Greatist, Health and WebMD among others.
In a five year period, more than 2,500 domestic media placements have been placed to date including top-tier outlets 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. Several outlets, including Men’s Health and Yahoo!, have run multiple mentions; 100% of media placements contained 1+ positive health messages, linking in-shell pistachios to weight management, a key differentiator in the snack nut category. Blogger campaigns generated 7-million social media impressions with 100% message pull-through; growing Facebook fan growth 193% in a 1-year measured period while monthly traffic to the Pistachio Health Institute website peaked at 32,000 visitors; by comparison, a category competitor’s site averaged 11,000. Ipsos market research found a 12% shift in consumer perception for the health benefits of pistachios in the first year following the campaign; and internal research conducted by the Wonderful
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.
SG Public Relations incorporated influencer, affiliate and analyst relations into its program, securing 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.
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 needs 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 was able to secure 1-1 media interviews for PeaTos’ CEO Nick Desai, and drove media traffic to the booth. Notably, PR efforts caught the attention of editors at leading publication VegNews, who awarded PeaTos its “Best of Expo West,” driving traffic to the booth and 15 successive branded mentions in a four-month period, reaching 15million vegan readers. 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.
Influencer outreach and sampling amped social amplification with non-sponsored influencers sharing PeaTos love 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.