NURTURE BRANDS
Nurture Brands: Driving earned attention for Rebel Kitchen
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Nurture Brands: Driving earned attention for Rebel Kitchen
Nurture Brands is an exciting hub of all-natural food and drink brands, including Rebel Kitchen Raw Coconut Water and Emily’s Seaweed Crisps – and as a bunch of avid foodies, we were delighted to add them to our roster!
With a mighty, but relatively small marketing team, Nurture Brands welcomed us on board as more than just a PR partner. Acting as an extension of their internal team, our job was to deliver earned attention that focused on deeper storytelling around the founder and his ground-breaking Camu shots, outside of the product placement pages, as well as to establish brand partnerships that would boost awareness and discovery to new heights – with a focus on Rebel Kitchen Coconut Water.
With new retail listings on the horizon and a great story to tell, we rose to the challenge!
We tapped into the immune-boosting properties of Camu berries to deliver feature coverage across the Reach PLC network, spotlighting Rebel Kitchen Camu Shots as the perfect way to fight winter viruses and colds this season. This was supported by an NPD push for Rebel Kitchen’s new Ginger shots, which we seeded to core media and influencers hot off the press.
Tapping up our contacts across trade, national and podcasts, we landed profiles with the likes of Yahoo! and Jay Greenwood’s podcast, Recipe for Greatness for Nurture Brand founder, Ben Airbib.
In just three months, we secured no less than 33 pieces of product coverage for Ginger, alone with six, hyper-relevant brand partnerships, focusing on Rebel Kitchen’s hero product, Raw Coconut Water. This included a combination of sampling activations as well as social collabs going live with the likes of RIXO during London Fashion Week, Stylist Live, Common Bond Fitness Brands and FRAME. These partnerships sought to introduce – or in some cases reintroduce Rebel Kitchen to hyper relevant audiences across consumer lifestyle, health and wellness as it launched nationwide into Tesco stores.
To support the Tesco launch and to get media excited about this new increased availability, we also held raw breakfast events at Bauer Media and Hearst, serving up delicious raw breakfast dishes like Coconut Chia Pudding and Cacao and Coconut breakfast bars to journalists at key titles including Good Housekeeping, Men’s and Women’s Fitness and a suite of consumer radio and weekly magazine titles. The events helped to re-ignite passions for this electrolyte boosting beverage!
