A clean cookie with nothing new to announce
Emmy’s Organics had a Starbucks deal and a regional following. The next step was a name shoppers knew nationwide, without a product launch to pitch.
Scope
Emmy’s Organics started with a chance meeting, a farmers’-market debut and a deal with Starbucks. Crier’s job was to sustain that growth: help secure new retail partners and take the gluten-free cookie maker from a regional niche product to a name recognized nationwide.
Challenge
The better-for-you cookie aisle is crowded, and there was no new product launch to hang a story on. Media interest had to come from the brand itself.
At the same time, consumers needed to learn why Emmy’s was the best shelf-stable cookie on the shelf: its ingredients, its transparency, flavors anyone could enjoy, and its philanthropy.
What we did
We set Emmy’s apart on three things competitors could not copy: real, premium organic ingredients, a family back story and a dedication to giving back.
Editors, producers, bloggers and influencers were invited to “Keep It Clean” and “Have Your Cookies & Eat Them Too” with treats that are certified USDA organic, non-GMO, gluten-free, soy-free, vegan and paleo-friendly. A long list of dietary claims became a simple reason to write about a cookie.
PR results
Top media outlets spread the word about Emmy’s Organics to 315 million people. The program earned 302 pieces of coverage with 478M online readership and 11.2M in circulation, driving 197 links from coverage and 736K social shares.
Consumer coverage ran in Entrepreneur, Women’s Health, Rachael Ray Every Day, Eat This, Not That!, PopSugar, BuzzFeed, The Daily Meal, GFF Magazine, Spoon University and Byrdie. Regional hits included KDVR-TV, KTVK-TV, Cincinnati Family Magazine, Chicago Parent, Palm Beach Parenting, Asbury Park Press, Healthy Moms Magazine, Altoona Journal and the Ithaca Journal. Trade placements ran in Food Dive, Snack Food & Wholesale Bakery, Project NOSH, Prepared Foods, Delicious Living and Today’s Grocer.
Business
results
Since the partnership, Emmy’s has grown 150%, hired a new CEO and begun developing a new product line.
Its sales team uses Crier’s PR work in retailer meetings and has secured additional distribution in CVS, Rite Aid, Costco, Starbucks Canada, Hannaford, Meijer, Heinen’s, SuperValu, Price Chopper, Big Y and Whole Foods stores nationwide.
Where it landed
The short answers
What did Crier Communications do for Emmy’s Organics?
Crier ran media relations, influencer relations, trade PR and retail support for Emmy’s Organics, a gluten-free organic cookie maker. The goal was to take the brand from a regional niche product to a name recognized nationwide and help secure new retail partners.
How do you get coverage for a food brand without a new product launch?
Pitch what the brand already stands for. Crier positioned Emmy’s on its premium organic ingredients, family back story and giving back, and gave media a clear reason to write: cookies that are certified USDA organic, non-GMO, gluten-free, soy-free, vegan and paleo-friendly.
What results did the Emmy’s Organics PR program deliver?
302 pieces of coverage reaching 315 million people, with 478M online readership, 11.2M in circulation, 197 links from coverage and 736K social shares. Outlets included Entrepreneur, Women’s Health, Rachael Ray Every Day, PopSugar, BuzzFeed and Food Dive.
How did PR help Emmy’s Organics win retail distribution?
Emmy’s sales team uses Crier’s PR work in retailer meetings. Since the partnership the brand has grown 150% and secured additional distribution in CVS, Rite Aid, Costco, Starbucks Canada, Hannaford, Meijer, Heinen’s, SuperValu, Price Chopper, Big Y and Whole Foods stores nationwide.
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