PUBLIC RELATIONS

THOUGHT FOR FOOD & SON is passionate about its CLIENTS and our job is to make your targeted audience just as PASSIONATE…

At THOUGHT FOR FOOD & SON, we deliver strong media relations, creative thinking and over-the-top results for our clients. We firmly believe for an agency to be truly effective it must have a distinct knowledge and expertise in the areas in which their clients operate. We apply the practice of public relations to initiate a brand conversation with the food trade, distributors, and brokers to increase both your brand and product awareness. And more importantly, to position you front and center in the public’s heart and minds to increase brand awareness and product sales.

Our public relations services include:

  • Strategic Brand Planning
  • Food Trade Media Relations
  • Consumer Media Relations
  • Crisis Communications
  • Event Planning
  • New Product Launches

THOUGHT FOR FOOD & SON’S proprietary PR FOOD MEDIA INDEX… A POWERFUL instrument in building your brand…

THOUGHT FOR FOOD & SON has created its own proprietary PR FOOD MEDIA INDEX that has over 100,000 media outlets across North America, complete with more than 300,000 staff listings and contact preferences.

THOUGHT FOR FOOD & SON’S proprietary PR FOOD MEDIA INDEX was built exclusively for the food industry and makes it possible for our clients to strategically launch, target and implement public relation campaigns to both the food industry and consumers that are proficient and cost-effective.


 

PR CASE STUDIES

Specialities, Inc.

Media Relations Strategy Delivers Strong Results

Challenge

Specialities, Inc. is a purveyor of fine imported cured meats and cheeses from Europe and Specialities photo PR Case Studydomestically crafted, award-winning artisanal cheeses and deli meats. Specialities, Inc. retained Thought For Food & Son to launch France’s legendary air cured Bayonne Ham at the Summer Fancy Food Show. With little or no brand awareness in the United States, Thought For Food & Son’s challenge was to create as much product “buzz” leading up to the Fancy Food Show within the Metro New York City area and the San Francisco and Portland/Seattle markets. Key targets included retailers, distributors and influential consumer and food trade media outlets.

Strategy

Thought For Food & Son developed a comprehensive media outreach campaign built around the positioning of “Specialities, Inc. Completes the Trilogy of Classic Cured Meats by Introducing the French Bayonne Ham.” We positioned the Bayonne Ham as a PGI masterpiece in the same genre as Italy’s Prosciutto di Parma and Spain’s Jamon Serrano. The campaign was designed to educate buyers that the Bayonne Ham is a all natural hand crafted ham using a proprietary process handed down by centuries of meticulous care, time and knowledge. As part of our strategy, Thought For Food & Son created a Twitter page and secured the Twitter handle @BayonneHam. By doing so, we introduced the Bayonne Ham into all discussions regarding the Fancy Food Show and introduced it to retailers, chefs and other consumer media outlets. Thought For Food & Son also created a dedicated micro-site for the Bayonne Ham where interested parties could download specific product information regarding the Bayonne Ham after supplying Specialities with their email address.

Results

In 60 days leading up to the Fancy Food Show, Thought For Food & Son secured media 16 mediaSpecialities photo PR - Case Study placements in both consumer and food trade media outlets that included Today’s Grocer, Progressive Grocer, The Gourmet Retailer, Gourmet Business, Fancy Food & Culinary Products, Deli Business, The Shelby Report, Gourmet News, Foodservice East, Foodservice News, National Provisioner, the New York Times, The Olympian newspaper, LA Daily Times, Inside the Bay Area achieving a total circulation of 3,531,713.00 Thought For Food & Son also secured three media interviews during the Fancy Food Show for Specialities, Inc.

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Dell’s Maraschino Cherries

Media Relations Strategy Delivers Strong Results

dells-cherry-prChallenge
Dell’s Maraschino Cherries, an industry icon of 76 years retained THOUGHT FOR FOOD & SON to launch a media relations campaign for their new rebranding of their company and product lines. THOUGHT FOR FOOD & SON’S challenge was to increase brand and product awareness of Dell’s Maraschino Cherries to the food trade (retailers, brokers, distributors and foodservice operators) and create consumer “BUZZ” about Dell’s Maraschino Cherries.

Strategy
THOUGHT FOR FOOD & SON developed a comprehensive media relations strategy based on the brand positioning of “Everything Taste Better with a Dell’s Maraschino Cherry” using social media and traditional public relation tactics. The campaign was designed to create new perceptions of maraschino cherries in a way that would appeal to young professional trend setters in a contemporary, cool and relevant way they experience maraschino cherries.

Results
In a 30 day period, THOUGHT FOR FOOD & SON secured interviews with The Wall Street Journal, New York Daily News, Brooklyn Magazine, Crain’s New York Business, Gourmet Business, The Shelby Report, Produce Daily News, Today’s Restaurant News, Baking & Snack Magazine, Today’s Grocer, Grocery Buyer, Food Business News, Foodservice & Hospitality Magazine, Foodservice Daily, Foodservice East and Foodservice News achieving a total circulation of 3,209.842. Website traffic increased by 150%, Facebook fans increased by 60% and generated over 75 pieces of user generated content.

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SuperSeedz

Media Relations Strategy Delivers Strong Results

superseedzChallenge
SuperSeedz, a line of dry roasted, no-shell pumpkin seeds retained THOUGHT FOR FOOD & SON to launch their new line of gourmet pumpkin seeds in the United States. With little or no brand awareness of SuperSeedz, THOUGHT FOR FOOD & SON’S challenge was to increase both brand and product awareness of SuperSeedz to the food trade (retailers, brokers and distributors) to increase SuperSeedz retail presence and distribution and create consumer “BUZZ” about SuperSeedz.

Strategy
THOUGHT FOR FOOD & SON developed a comprehensive media relations strategy that focused on (1) securing coverage of SuperSeedz product launch (2) positioning SuperSeedz as one of the fastest growing healthy snack brands in America by securing interviews and placements with the food trade and consumer media outlets. THOUGHT FOR FOOD & SON also implemented a SuperSeedz product outreach to influential snack and allergen bloggers resulting in product reviews and product contests.

Results
In the first nine months following the SuperSeedz launch, THOUGHT FOR FOOD & SON secured 26 media placements in food trade and consumer media outlets across the country achieving a total circulation of 10,270.842. Placements included, Family Circle, Good Housekeeping, Parent Guide, Newsday, The Boston Globe, The Hartford Current, San Diego Union & Tribune, Better CT TV, Metro NY, Gourmet News, The Shelby Report, Grocery Headquarters, Snack Food & Wholesale Bakery, Today’s Grocer, Gourmet Business, Progressive Grocer and Fancy Food & Culinary Products among others. THOUGHT FOR FOOD & SON also secured 55 SuperSeedz product reviews and giveaways on highly page ranked blogs such as In Sonnets Kitchen, Hip Foodie Mom, Powercakes, Nutritionist Reviews and EA Stewart for a total of 1.2 million unique visitors.

Over the past 12 months, SuperSeedz has been placed in the following retailers; Stop & Shop, Kings Food Markets, Farm Fresh Supermarkets, Heinen’s Fine Foods, Bristol Farms, Gelson’s Supermarkets and both the Mid-Atlantic and Mid-West regions of Whole Food Markets.

Also, SuperSeedz has established product distribution with UNFI–West, KeHE, Nature’s Best, Market Centre and Lassen’s.

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505505 Southwestern Sauces

Media Relations Strategy Delivers Strong Results

Challenge
505 Southwestern, a line of premium sauces and salsas retained THOUGHT FOR FOOD & SON to support their launch of their sauces and salsas in H-E-B, Safeway, Tom Thumb and Randal’s across the state of Texas. THOUGHT FOR FOOD & SON’S challenge was to generate as much “BUZZ” as quickly as possible and to drive product trial and sales.

Strategy
THOUGHT FOR FOOD & SON developed a comprehensive media relations strategy and couponing program focused on (1) securing coverage of 505 Southwestern product launch with Texas TV and radio stations (2) educating consumers that 505 Southwestern sauces and salsas are made with world renowned New Mexico Hatch Valley green and red chile peppers. THOUGHT FOR FOOD & SON implemented a 505 Southwestern outreach to influential Texas food bloggers resulting in product reviews and product contests. THOUGHT FOR FOOD & SON also identified community events that 505 Southwestern could participate as in-kind sponsors.

Results
In the first 60 days following the 505 Southwestern launch, THOUGHT FOR FOOD & SON secured two TV cooking segments on NBC affiliate Studio 4 in Amarillo, TX and NBC affiliate Great Day in Houston, TX delivering more than 700,000 viewers. THOUGHT FOR FOOD & SON secured promotional and event opportunities to increase product trial and couponing for 505 Southwestern on 97.5 KFTX, 98.1 KVET AND 94.1 KTFM delivering over 500,000 listeners. THOUGHT FOR FOOD & SON delivered 35 product reviews and giveaways on such highly page ranked Texas blogs such as Planet Weidknecht, Kitchen Belleicious, Ezeebuxs and Momma Djane for a total of 326,098 unique visitors. THOUGHT FOR FOOD & SON also secured an in-kind sponsorship for 505 Southwestern with the Austin Food Blog Alliance’s “Black Tie” charitable event to raise money for the Austin Meals on Wheels program.

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LBean_TagGroupLRLinda Bean’s Maine Lobster

New Product Launch

The Challenge
THOUGHT FOR FOOD & SON was retained by Linda Bean, granddaughter of Maine’s famous retailer L L Bean to launch her new seafood brand Linda Bean’s Maine Lobster. Linda Bean’s Maine lobster is the only fully integrated trap-to-table lobster company in the United States.

Strategy
THOUGHT FOR FOOD & SON implemented the first “EVER” branding effort of Maine’s iconic lobster. THOUGHT FOR FOOD & SON positioned Linda Bean’s Maine Lobster as the only authentic, traceable & sustainable lobster in the world. THOUGHT FOR FOOD & SON accomplished this by developing the first ever “National Live Lobster Identification Program” that was introduced at the International Boston Seafood Show. All Linda Bean’s Maine Lobsters were tagged bearing their brand name and the source of those lobsters on a waterproof claw bracelet. Those coming from their wharf in Port Clyde would wear a Port Clyde bracelet, and those from their Vinalhaven wharf, a Vinalhaven claw bracelet and those from Tenants Harbor wharf would wear a Tenants Harbor claw bracelet. On the back side of each identification tag bears the company’s guarantee: Authentic Maine Lobster, Wild Caught in U.S.A by Maine Fishermen Using Sustainable Practices.

Results
THOUGHT FOR FOOD& SON launched Linda Bean’s Maine lobster by sending two live lobsters to a select group of food editors within the food industry, restaurant industry, consumer magazines, local and national newspapers and TV stations. Within 90 days of the product launch, THOUGHT FOR FOOD &  SON achieved a total circulation of over 50 million eyeballs.

Placements included, Seafood Business, IntraFish, Seafood International, Nation’s Restaurant News, Foodservice Monthly, Urner Barry, Restaurant News, Grocery Headquarters, Gourmet News, Progressive Grocer, Super Market News, New Products On-Line, Refrigerated & Frozen Food Retailer, Foodservice East, Food Industry News, MetroWest Daily News, Portland Press Herald, New York Times, Boston Globe, Boston Herald, Bangor Daily News, Brunswick Times Record, Lewiston Sun-Journal, As Maine Goes, Booth Bay Register, Portland Phoenix, New England Cable News, Fox Business, Boston-Chronicle, WCSH-NBC-Portland, ME, Down East Magazine, People Magazine, Better Homes & Garden, Woman’s Day among others.

Guinness World Record Event
GWR-Logo_TM-CMYKBuilding upon the successful launch of Linda Bean’s Maine Lobster, THOUGHT FOR FOOD & SON took Linda Bean’s Maine Lobster’s vision of creating new markets for Maine lobster by introducing their now famous lobster roll. THOUGHT FOR FOOD & SON and Linda’s Bean’s Maine Lobster Roll made history by attempting a Guinness World Record by making the World’s Longest Lobster Roll. THOUGHT FOR FOOD & SON was responsible for organizing, implementing and promoting the Guinness World Record attempt that saw over 1200 people from across America witness the making of a 61 foot 9 1/2 inch long Linda Bean’s Maine Lobster Roll. Scores of national and local media covered the event and on the night of the event all of America knew that lobster history was made in Maine. From Boston to Los Angeles news broke on TV stations, radio stations, newspapers and the internet that a 61 foot 9 1/2 inch long Linda Bean’s Maine Lobster Roll was created.

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