Making news out of a cutting board
A once-in-a-decade purchase, in a category of lookalikes, for a brand shoppers never search by name. Editorial testing changed that.
Scope
Media relations for the sustainable teak cutting and carving board brand: editorial product testing outreach, gift guide season planning, sustainability storytelling, press release distribution and TikTok content support.
Challenge
A cutting board is one of the hardest products in the kitchen to make news out of. It is a once-in-a-decade purchase in a category crowded with lookalike wood boards, and shoppers rarely go looking for a brand name.
Teakhaus had a genuine materials story in responsibly sourced teak. But a materials argument made by the brand itself does not move a shopper. It had to come from someone holding the board.
What we did
Crier built the program around the two moments where cutting boards actually get written about: hands-on equipment testing and gift guides.
Boards went to test kitchens and equipment editors, pitched into the specific formats those desks publish: best carving boards, solid wood comparisons, plastic-free kitchen swaps. That testing work was timed to feed gift guide season rather than compete with it, so a win in a tested roundup became the credential that carried the brand into holiday and food lover coverage.
Sustainability was positioned as a reason to choose teak inside those stories rather than as a separate pitch, opening a third lane in eco-conscious gifting roundups.
Results
The program generated 179 pieces of coverage, 6.44M estimated views and a combined audience of 783M, with 259 backlinks and a maximum domain authority of 95.
Editorial testing wins anchored the work. Food & Wine named Teakhaus among the best carving boards after hands-on testing and included it in a tested roundup of solid wooden boards. Bon Appétit’s experts featured it in their best cutting boards guide, and Allrecipes placed it in a tested top ten.
Beyond the test kitchen
That credibility carried into gifting coverage across CNN Underscored, Forbes, Food Network, Esquire, Tasting Table and Yahoo, and into sustainability-led roundups at The Good Trade.
Forbes Vetted readers made Teakhaus one of the most popular products of the month, and the CNN Underscored meal prep feature alone reached an audience of 29.9M.
Where it landed
The short answers
What did Crier Communications do for Teakhaus?
Crier Communications ran media relations for the sustainable teak cutting and carving board brand, covering editorial product testing outreach, gift guide season planning, sustainability storytelling, press release distribution and TikTok content support.
What results did the Teakhaus program deliver?
179 pieces of coverage, 6.44 million estimated views and a combined audience of 783 million, with 259 backlinks and a maximum domain authority of 95.
How do you get a kitchen product into gift guides?
Win the testing first. Crier sent boards to test kitchens and equipment editors, pitched into the formats those desks publish, and timed that work to feed gift guide season rather than compete with it, so a win in a tested roundup became the credential that carried the brand into holiday coverage.
Which publications covered Teakhaus?
Food & Wine named Teakhaus among the best carving boards after hands-on testing, Bon Appétit featured it in its best cutting boards guide and Allrecipes placed it in a tested top ten, with gifting coverage across CNN Underscored, Forbes, Food Network, Esquire, Tasting Table and Yahoo.
Home & housewares
Vitamix
270+ placements and recurring unpaid on-air use, from Martha Stewart to Alton Brown.
Biokleen
A Facebook community grown from 32,140 to 45,116 on participation, not promotion.
Repurpose
Owning the straw-ban news cycle in Forbes, Inc. and Architectural Digest.
Let us tell your story
Twenty years of earning coverage for CPG food, home and wellness brands.
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