Linhart PR activated a robust news-making strategy that:
Shared Chocolove’s delicious taste with media via sampling: The team maintained constant proactive outreach offering samples to product reviewers and editorial commerce teams who recommend popular grocery items. Inclusion in product reviews in national consumer outlets like The Kitchn, Chowhound and Prevention not only helped to drive purchase consideration, but ensured Chocolove’s prominent inclusion in key articles next to competitors.
Participated in relationship-forming events to foster new connections and coverage: The team met with ~50 reporters virtually via speed pitching opportunities hosted by the New Product Events group. These digital desk sides took the guess work out of pitching ahead of the busy holiday season as reporters who participate are actively looking for products for upcoming gift guides and seasonal roundups. During the one-on-one meetings with outlets like Woman’s World and Parents, the team shared background on the brand – not all media were familiar with Chocolove – and information on limited-time offerings, while also securing more sampling opportunities with reporters most likely to cover.
Prioritized widespread local market promotion of seasonal and core offerings: To expand Chocolove’s media footprint and help drive shoppers into retail stores in local markets nationwide year-round – including for dark chocolate for healthy new year and flavors perfect for summer s’mores – Linhart PR collaborated with its MAT release partner Brandpoint to issue two editorial story releases for verbatim daily paper pick-up nationwide in outlets like The Miami Herald and Houston Chronicle, reaching a combined online audience of 300M+. The pieces leveraged seasonality for maximum news interest and included key Chocolove products and local retail information.
