newsjacking that's smooth like butter

newsjacking that's smooth like butter

Ask

Drive earned media coverage for the Plugrà brand, uncovering unique storytelling opportunities for the premium ingredient in the baking category.

Approach

Conducted always-on media and social monitoring to jump on trending conversations. When Martha Stewart said she used 30 pounds of Plugrà butter for her Thanksgiving pie baking, we immediately turned this organic celebrity endorsement into a broader media story to reinforce our client's premium positioning in the baking category. We connected Stewart's Plugrà usage to industry trends in holiday baking and provided expert commentary from brand experts.

 

Results

  • Food + Wine feature (9.2M UVM)
Food and Wine Black