Food & Beverage Case Studies

Bulgarian Cheese

Intro

Germany is a saturated market for food and beverages. Therefore it is extremely difficult to enter this market from scratch. Nevertheless the Bulgarian Association of Milk Processors started a campaign financed with aid from the European Union and the Republic of Bulgaria to introduce the Bulgarian cheeses Sirene (white cheese of cow´s, cheep´s or goat´s milk) and Kashkaval (a yellow hard cheese) to the German market. But do the Germans need Bulgarian cheese? The project really bore a challenge. Bulgarian cheese was unknown to German consumers and products only were available in a Bulgarian online shop managed from Berlin at this time. In addition, for the first event in Hamburg we had only three weeks for the whole organization.

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Fantail Communications “Get’s Cracking”

omelette

Introduction

The Canadian Egg Marketing Agency (CEMA) wanted to increase the consumption of eggs. The ad campaign of the time communicated the message of how nutritious, tasty eggs are and how easy it is to prepare them, so why not eat them outside of breakfast occasions. CEMA wanted more bang for their marketing buck and hired Fantail to provide their first ever PR/event marketing program to take this message to the grassroots level.

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Steelback Brewery: From Ruin to Respectibility

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Introduction

Steelback Brewery, the beer brand with little respect in the Ontario market, got a new lease on life when a new owner took the reins of the organization. The unfavourable reputation, and poor business decisions, of the previous owner, reflected poorly on the beer’s brand and the new incarnation recognized the road to overcome this history would be steep.

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Hotel Chocolat

hotel-chocolat

Introduction

Prestigious European chocolatier, Hotel Chocolat, wanted to launch its products in specific US markets – San Francisco, Boston and Atlanta – in time for the holiday gift buying season. Working with Hotel Chocolat’s US agency, Lannon Communications, PRGN agencies in these three cities – Landis Communications, The Castle Group and The Ledlie Group – devised and implemented a successful multi-faceted PR campaign to achieve the client’s objective.

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Amorim

Introduction

Portuguese group, Amorim, the largest cork producer in the world, is described by Forbes Magazine as “number one, two, three, four and five in the cork industry”. Seventy percent of this material is used to make cork stoppers for wine. PRGN France consultancy, Greenwich, has been working with Amorim since the company established a French presence in 1992.

Project

In recent year’s plastic and aluminium wine closures have been progressively taking market share from Amorim. Citing the absence of “wine taint”, the plastic and aluminium industries have mounted a successful proactive PR campaign while the cork industry’s response has, in the main, been defensive.

Greenwich recommended that Amorim tackle this issue head on by staging three round table “conference of consensus” events, utilising independent experts, on the topic “Cork, Aluminium, Plastic : Impact of the Closure on the Consumer, the Environment & Wine Development”.

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