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Media Success During a Pandemic

Overview

After a successful 2019, highlighting Good Foods in national consumer publications and sharing the brand story with audiences around the country, we were excited to hit the ground running with public relations efforts in 2020. We made arrangements for four different media tours in New York City and we thought we were off to a good start. Then, the world changed.

 

COVID-19 dominated the news cycle and in person events went to a standstill. However, we know that no matter what may be going on in the world, people still need to eat. Not only that, in a year like 2020, they need to be eating healthy, good-for-you products. So we re-evaluated our plan and moved forward.


We adjusted every story angle that mentioned “entertaining” or “get-togethers,” to “at-home content” and “healthy eating.” We pitched thousands of national media editors the benefits of having Good Foods dips in your fridge and built relationships by sending packages to editors who were facing the heat of the pandemic in New York City. As a result of building new relationships, media pitching and Zoom media meetings, we were able to secure placements in Women’s Health, Delish, Men’s Health, Real Simple, and more to elevate Good Foods and their great products.

2020 Goals:

225 total PR placements
250,000,000 total PR impressions
25 product requests from national consumer media editors

2020 Results:

551 total PR placements
1,062,987,144 total PR impressions
42 product requests from national consumer media editors

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