Freedom Foods
On a mission to drive healthier eating in Australia and position the brand as the 'go to' health brand in the market, Polkadot Communications created and ran a media that delivered results.
Executive Summary
Freedom Foods is an award-winning leader in the tasty health food movement and is on a mission to make great tasting and high quality food and beverages that help Australians to eat healthier.
The Challenge
Introduce and re-introduce Freedom Foods to all media and influencers, targeting as a primary consumer demographic the health seekers, including lapsed users, and encouraging them to get back in the health food aisle and purchase Freedom Foods products.
Operating in a highly competitive health food space.
Ensuring Freedom Foods is viewed as offering more than just gluten free products.
With its wide portfolio of products and constant flow of NPD, need to ensure communication to media/influencers is always kept creative and relevant so as not to oversaturate with content that is too similar.
Our Solution
Step #1
Sent out intro release to all key media and influencers showcasing the whole portfolio of Freedom Foods products, alongside information about the company’s ethos and re-aligning the positioning of the company, so it isn’t just known for its gluten free products, but more so as a leader in health food space.
Step #2
We announced Jennifer Hawkins as coming on board in a three year deal with the company, and we also promote and manage Dr Joanna McMillan, who came on board as Freedom Foods Nutritional Advisor, and continue to offer both as Freedom Foods spokespeople.
Step #3
Polkadot Communications continue to promote Freedom Foods NPD to media (print, online and broadcast) and influencers, including pitching out recipe development by Dr Jo and creative send-outs, plus profiling the company and its CMO and CEO for appropriate business and trade stories.
Results
Month on Month Polkadot Communications secures press coverage for Freedom Foods across all media by utilising the unique products, recipes and expert spokespeople for media commentary.
Through trial and promotion we’re able to speak to a wide audience, those with intolerances and those after a healthier option.
Campaign Stats
- Month #1 – Clippings 20%
- Month #2 – Clippings 40%
- Month #3 – Clippings 60%
- Month #4 – Clippings 70%
- Month #5 – Clippings 85%
- Month #6 – Clippings 90%
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Statistic #1
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Statistic #3
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Statistic #2
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Statistic #4
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