Below the line leverage to promote the brand: media relations and digital PR
Media Relations & Digital PR
Audience Research & Insight
Our partnership with Sojasun Italia began with a meeting: the Life Press Office team visited the French HQ of Triballat Noyal, the food industry giant in France and owner of the Sojasun Italia brand. It was the first in a number of fact-finding meetings to share and get a better understanding of the identity, structure, strategy and vision of the French company, as well as the product features and benefits they offered.
Our approach was crucial: it was our job to launch the French brand in Italy in the best possible way, pitching the various aspects, tone of voice and content in such a way that they would appeal to the sensitivity and consumer habits of the Italian public.
To present the company and brand to its new public, Life developed a well-defined press office plan which was designed to build the corporate and product aspects of the brand. The first step was to create a complete, detailed press kit which contained a short profile with the company’s facts and figures, biographies of the management group who interacted with the press, data sheets and press releases about new products.
We began working closely on a day-by-day basis with the sales managers to calibrate the communication for Italy, focussing on the product lines which best met the needs of Italian consumers.
Next we drew up media plans for the trade press to create a preferential communication channel with buyers in the sector and, at the same time, the consumer press to heighten consumer awareness and persuade them to choose healthy, plant-based products with the right nutrients.
The communication strategies we chose for B2C in particular, aimed at a more direct and engaging approach. We sent product samples to journalists and the main digital stakeholders in the sector and organised product placement campaigns with influencers to reach the widest public possible.
The launch of Sojasun on the Italian mass retail market and the perception of the brand as a positive alternative to a traditional diet are today considered a success, thanks to our multilevel approach which involved not only media relations but also all the other communication departments of our agency.
Our strategy was effective, essential for the successful outcome of every project at Life. In over five years working with Sojasun, the company was featured in more than 500 articles in the national trade and consumer press, we published more than 70 press releases and set up over 50 interviews.