THE PROJECT

An integral part of the team from the early days of this high-quality, gourmet jerky company, LGPR was responsible for developing all branding language and written materials for KRAVE. Simultaneously, LGPR spread the gospel of this disruptive food product to the media

OBJECTIVE

Reposition this misunderstood snacking category through wide-reaching media coverage focusing on the mission, innovation and benefits of KRAVE Jerky. Saturate the media to drive awareness and sales

STRATEGY

LGPR worked out of KRAVE’s Sonoma office weekly as a key part of the team, immersing itself in the brand ethos, learning the ins and outs of the industry and comp set, and aggressively leveraging compelling story angles to saturate the media with positive coverage. Strong storytelling and curated facts were key when convincing media to recommend a new product and feature the brand in various modalities – from business profiles, to health-centric features and product round-ups

RESULTS

A direct connection between our PR campaign and product sales were evident due to a spike in web traffic and sales following the  high-profile and impactful media coverage we secured