Activating Retailer Superfans To Drive Bulk Product Awareness And Trial

Nature’s Heart unveiled a bulk snack bag of one of its top flavors - Everything Bagel Cashew Crunch - and needed to drive awareness of the product at select Southern California Costco locations and via Instacart.com.

Client
Services
Media Relations & Influencer Marketing
Industry
Premium Food & Beverage
Awards

CHallenge

Nature’s Heart unveiled a bulk snack bag of one of its top flavors - Everything Bagel Cashew Crunch - and needed to drive awareness of the product at select Southern California Costco locations and via Instacart.com.

Solution

Retailer superfans represent yet another influencer category, and Linhart PR partnered with 7 Costco superfan content creators in the LA/OC area with 20,000+ followers to announce the availability of Nature’s Heart at Costco. The team required the product and Costco to be visible in post content to allow followers to quickly and easily recognize Nature’s Heart as a new snack that could be purchased there.

Results

For a mere $7,400 in influencer fees and a speedy 4-week start-to-finish program timeline, the Costco content generated 560,000 impressions and a combined 5% engagement rate. It was a great kick-off for the new product and the brand’s relationship with a key retailer.

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