8 national media were closely engaged with brand development, taking the product into the mainstream spotlight

RESULT:

  • We worked with the natural food and drink company to create innovative and highly successful product launches for Rude Health’s ‘free from’ milk ranges in the UK
  • The resulting high profile national brand PR meant that we were able to take Rude Health out of the shadows of being a niche cereal provider into the mainstream spotlight

FINDING:

  • We conducted consumer research to understand which of Rude Health’s messages and products consumers found relevant (working to our model of ‘What’s in it for me’ – WIIFM)
  • We also worked closely with key media and influencers to understand how best to package PR stories to ensure they stood the best chance of receiving prominent exposure in mainstream press including nationals, consumer magazines, leading blogs and online titles

WINNING:

  • We hosted exclusive media events and briefings to effectively communicate the values of Rude Health and its products to create positive perception of the brand
  • Resulting coverage in titles such as The Times, BBC Good Food, Top Santé, Harper’s Bazaar and trade titles such as The Grocer ensured that we engaged new audience groups

KEEPING:

  • Having worked closely with media and consumers to understand the issues that were relevant to them, we were then able to develop a PR agenda that ensured we had a constant flow of PR stories and sustained media coverage beyond the product launch
  • We also positioned Rude Health’s founders as industry experts so that media would proactively approach us for comments and stories ahead of competitors

DEVELOPING:

  • When we started working with Rude Health it was seen as a specialist healthy breakfast alternative but by launching its products to the mainstream press and generating widespread coverage for the brand, we helped to make the brand more recognised and considered relevant by a larger market