Food & Drink Marketing: Captain Kombucha

Food & Drink Marketing

Objectives

Captain Kombucha’s success in the health drink sector is well known. Nevertheless, the brand needed some food & drink marketing agency expertise to increase its position in this competitive market.

We were briefed to deliver:

*Hits in relevant trade publications to communicate new listings and push an increase in retail interest and orders

*Secure profile features and coverage for founder James Hudson in business press titles

*Target consumer publications with the aim of driving purchase intent, with emphasis on Oh My Gutness fruit drinks and the new Captain Kombucha lines

Strategy & Plan

Logically, the key to any food & drink marketing campaign, providing the product is good, lies in actually getting people to try those products. Knowing Captain Kombucha fits this bill, and then some, we called on our extensive experience leveraging media relations and took the following steps:

*Press release development and media outreach to support innovative, fresh flavours the brand had developed, and the launch of the Oh My Gutness range

*Wishlist journalists targeted with gift packs

*Relevant food and shopping slots targeted with outlet-specific pitches, supported by retail offers

*London consumer media visited on-site

*Activation of product consumer giveaways

*James Hudson profile pitches to leading industry publications

*Trade listings targeted with new product lines

*Feature pitched in major B2B titles

*Feature copy produced and sold into top-tier industry outlets

Results

Our food & drink marketing campaign could not have tasted better. On behalf of Captain Kombucha we managed to secure the following coverage:

*18 trade media hits — including The Grocer, Natural Products, Food Bev Media, Health Food Business, Just Drinks, Beverage Business World, Vegconomist, Can Tech International and Food Chain

*3 business profiles — including The Grocer and Natural Products

*19 consumer product placements — not least BBC Good Food, Woman’s Own, Vegan Living, Bella, Closer, Take A Break, TV Choice and Natural Health

Find more food and drink case files here