Making the founder the reporter’s first call
Natasha Trenev pioneered probiotics decades before the category became a consumer trend. The program put her, not the product, at the center of the story.
Scope
Crier served as Natren’s media relations agency, running a program across the probiotics pioneer’s full line: Healthy Trinity, Gastro-pH, Yogurt-Starter, Natasha’s Probiotic Face Cream, and the CanineDophilus and FelineDophilus pet products.
The opportunity
Natren’s founder, Natasha Trenev, had pioneered probiotics decades before the category became a consumer trend.
That history was the brand’s strongest story, and it belonged to a person rather than a product.
What we did
Crier built the program around Trenev. The aim was to make her the reporter’s first call whenever probiotics came up, supplying clinical documentation, her published books and background research alongside samples, so journalists writing broad category stories arrived at Natren as the authoritative source.
We paired that expert-source positioning with an educational platform of the brand’s own, the “Truth About Probiotics” campaign, giving Natren its own news to distribute rather than waiting for other stories to make room.
Below the national tier, we worked the trade press systematically across the three verticals the line reached: pharmacy, natural retail and veterinary.
Results
Natren was featured on CBS’s The Doctors with an on-air close-up of Healthy Trinity, and Trenev gave on-camera commentary for KABC-TV Los Angeles.
The “Truth About Probiotics” release was picked up by Reuters, Forbes.com, MSN News, AOL News, The Dallas Morning News and more than two dozen additional outlets through Business Wire. A single Bay Area News Group feature by food editor Jolene Thym syndicated across ten daily papers, including the Contra Costa Times, Oakland Tribune and Tri-Valley Herald.
Trenev was profiled in the San Fernando Valley Business Journal, picked up by Entrepreneur.com, quoted in the Tampa Tribune, and interviewed on Project Health Radio in Chicago and the Health Radio Network. Trade coverage ran in Pharmacy Times, Veterinary Practice News, Pet Product News International and Natural Products Marketplace.
Why it held
A founder with books, research and documentation is a source a reporter can use on any probiotics story, not only one about Natren.
That is how the coverage reached from network television to pharmacy and veterinary trade titles.
Where it landed
The short answers
What did Crier Communications do for Natren?
Crier Communications was Natren’s media relations agency, running a program across the full line, including Healthy Trinity, Gastro-pH, Yogurt-Starter, Natasha’s Probiotic Face Cream and the CanineDophilus and FelineDophilus pet products. The program was built around founder Natasha Trenev as the category’s authoritative expert source.
What results did the Natren program deliver?
Natren was featured on CBS’s The Doctors and Trenev gave on-camera commentary for KABC-TV Los Angeles. The “Truth About Probiotics” release was picked up by Reuters, Forbes.com, MSN News, AOL News and The Dallas Morning News, and one Bay Area News Group feature syndicated across ten daily papers. Trade coverage ran in Pharmacy Times, Veterinary Practice News, Pet Product News International and Natural Products Marketplace.
How do you position a founder as an expert source?
Give reporters a reason to call the founder on stories that are not about the brand. Crier supplied clinical documentation, Trenev’s published books and background research alongside samples, so journalists writing broad probiotics stories arrived at Natren as the authoritative source.
Why work trade press as well as consumer media?
Trade titles reach the buyers and professionals who stock and recommend a line. Natren’s products reached pharmacy, natural retail and veterinary channels, so Crier worked each of those trade presses alongside the national consumer program.
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