Launching Cauli Rice™ to the UK market
In 2015 Cauli Rice launched into the UK creating a brand new category of food that revolutionised the healthy eating market. Cauli Rice™ offers the only retail-ready pack of cauliflower rice, containing 75% less calories than traditional white rice, yet with the same level of delicious taste and satisfaction. We were brought on board to introduce the brand to the media and educate them on the innovative new product.
- Generate excitement and awareness surrounding the launch of Cauli Rice™ amongst the national consumer, health, lifestyle, food, news, mens, and online press, alongside key bloggers within the food, lifestyle and parenting sphere.
- Convey the innovative nature of the product and the message that Cauli Rice™ was the first product of its kind to be brought to market.
- Successfully communicate the product’s key health benefits.
- To increase the amount of sales and traffic to the website as well as to increase purchase across all key retailers.
Originality and creativity
To introduce the media to the new product and provide an opportunity to try it for themselves we created luxury gift boxes that contained the full Cauli Rice™ range as well as press pack that included recipe ideas and key product information.
To provide a news hook for the media we focussed on the growing popularity for cauliflower food products among the foodie community as well the health benefits of the product when compared to traditional carbohydrates.
We also maximised on the profile of the founder Gem Misa, her extensive experience in the food industry and her success in the Virgin Media Pitch to Rich competition for business and trade media titles.
Strategy and implementation
Prior to the main launch we worked closely with the Cauli Rice™ team on the Virgin Media Pitch to Rich campaign. We utilised key contacts that included media titles, bloggers and celebrities to reach out to new audiences and drive votes for the brand. Our success created a buzz for Cauli Rice™ months before the product was available to buy, building momentum for the brand and exciting the media.
For our pre-launch campaign we sent out a teaser email alert to the relevant media inviting them to pre-order samples of Cauli Rice™ and book in an appointment for their gift box to be delivered. We then met with each journalist that was gifted so that we could talk through the product and showcase how it was set to revolutionise the food industry.
Following from the initial launch stage, to keep the momentum, we focused on ‘business profile’ articles for the founder Gem Misa that led to coverage within the Mail on Sunday, Evening Standard and Startups.co.uk. Throughout the campaign we regularly generated creative feature ideas that would keep the product front of mind. Features included ‘The Lazy Girls Guide to Healthy Eating’ which was published on Mail Online. We also utilised seasonal events such as the January ‘detox’ which led to coverage on Daily Express, Woman Diet Special and The Sun on Sunday.
Results and evaluation
Over the launch period we generated over 30 pieces of coverage for Cauli Rice including titles such as YOU – Mail on Sunday, S Magazine – Sunday Express, Notebook – Sunday Mirror, The Sun on Sunday, Daily Express, Independent, Hello! Fashion Monthly, Woman, Top Santé, Mail Online and The Debrief. Additionally we secured a number of high profile blogger partnerships and reviews including a ‘7 Day Diary with Cauli Rice’ from Eat Wear Travel and regular features with the influential fitness and food blogger, The Food Medic. Alongside this we also managed the Cauli Rice™ ‘Virgin Media Pitch to Rich’ campaign which saw tremendous support across social media channels from journalists, bloggers and celebrities and as a result of this Cauli Rice™ reached the final stage of the competition and were placed as semi-finalists.