Earthbound Farm is an American farm located near San Juan Bautista, California. It is the largest producer of organic salads in the U.S. It was also the first company to produce prewashed, packaged salad greens on an industrial scale. To support consumers' New Year's resolutions for healthier eating, Earthbound Farm coordinated a “cart buy” program. Grocery shoppers in four markets were surprised by having their entire grocery cart purchased by Earthbound Farm, and Linhart PR helped drive consumer awareness and media coverage.
The start of a new year is a time when health and wellness are top of mind. In an effort to drive retailer traffic, encourage product trial and boost product sales during this time, Earthbound Farm coordinated a “cart buy” program. Through the program, 225 grocery shoppers in four markets were surprised by having their entire grocery cart purchased by Earthbound Farm and WhiteWave Foods, then Earthbound Farm’s parent company. All shoppers had to do was be in the right store at the right time and have at least one WhiteWave product in their cart. Earthbound Farm challenged Linhart PR to help drive media coverage around the cart buys in the four markets.
Linhart PR employed the following tactics to secure media coverage and consumer awareness in the cart buy markets of Boise, Chicago, Denver and San Francisco:
- To create a timely news hook, Linhart PR leveraged health and wellness product-related messaging to connect to consumer interest in better-for-you New Year’s tips
- To generate multiple media touchpoints and encourage more than one story per media outlet, Linhart PR conducted media outreach both pre- and post-cart buys
- To drive deeper media engagement, Linhart PR offered TV media an opportunity to participate in the cart buys by surprising lucky shoppers live on-air
All program goals were exceeded, leading to more than 3 million media impressions that raised awareness about Earthbound Farm among consumers to kick-off sales efforts in the new year.