Wholeberry FolkNeeding to educate the public that they didn't need to sacrifice taste for sugar, whilst generating brand awareness and gaining market-innovator recognition, this ambitious health food brand turned to Polkadot Communications for the winning PR recipe.
Offering an on shelf cookie and cupcake mixture that is not only delicious but also healthy, Wholeberry Folk decided to take on the baking industry with a low sugar, low fat option, perfect for any health conscious family.
Wholeberry Folk offers a range of wholesome home-style baking mixes that are free from preservatives, additives, refined flour and excess sugar.
Wholeberry Folk cupcake and cookie mixes are made from nutritious spelt flour and carry 25% less sugar than other leading brands – using real fruit for natural flavouring and colour.
Polkadot Communications worked to position the brand as proudly Australian and the healthy alternative to other baking mixes on the Woolworth’s shelves.
To change the way consumers see booked baked goods.
To highlight that you can still have full flavoured baked goods with less sugar.
To promote the founder of Wholeberry Folk as a leader and innovator in the market.
Polkadot Communications delivered media a cupcake baked the Wholeberry Folk way to best demonstrate the delicious flavour.
Tailored specific pitches to media around angles such as ‘healthier ingredients’ to health press and ‘perfect lunch box addition’ to mummy bloggers and parenting press.
Used competition mechanic to secure broadcast media coverage on Studio 10.
Polkadot Communications was successful in exceeding the client’s expectations by securing them digital, traditional and TV coverage and emphasising the relationship between Wholeberry Folk and their key retailer, Woolworths.
- Month #1 – Clippings 11% 11%
- Month #2 – Clippings 19% 19%
- Month #3 – Clippings 27% 27%
- Month #4 – Clippings 48% 48%
- Month #5 – Clippings 55% 55%
- Month #6 – Clippings 63% 63%
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