Newsjacking That’s Smooth Like Butter

SNAPSHOT

Plugrà Premium European Style Butter has long been a trusted ingredient in professional kitchens, but the brand wanted to breakthrough beyond the culinary world and establish itself as the ideal choice for home bakers too.

To highlight the brand’s expertly crafted butter formulated with 82 percent butterfat – the French standard – Agency H5 knew the way to win big with earned media would be by keeping a pulse on cultural, baking-worthy moments and inserting the brand into a trending conversation – and we delivered. 

THE ASK

Engage food and lifestyle reporters to secure mainstream media coverage for Plugrà Premium European Style Butter, identifying unique storytelling opportunities for the premium ingredient that relates to at-home bakers.  

APPROACH

Conducted always-on media and social monitoring to jump on opportunities and connect the brand to broader industry trends. So, when Martha Stewart said she used 30 pounds of Plugrà butter for her Thanksgiving pie baking, we immediately recognized the opportunity and inserted the brand into the story. A strategic media pitch that connected Stewart's significant Plugrà usage to broader industry trends, alongside expert commentary from Plugrà’s baking expert spokesperson, created a compelling narrative. 

RESULTS

The quick response and strategic approach paid off with a feature placement in Food & Wine magazine, positioning Plugrà as the best butter for baking. 

• National Feature Placement: Secured a feature in the brand’s top priority publication, Food & Wine. Titled “This is Martha Stewart’s Favorite Butter for Baking,” the feature story not only talked about Martha Stewarts trending comment, but it went into detail about the brand’s history and baking efficacy.