Growing a Brand Portfolio

Cumberland Packing Corp: In The Raw Sweeteners

Challenge

In The Raw sweeteners began with a single product: Sugar In The Raw™ – packaged in a rustic looking, brown, single-serve packet.  The In The Raw portfolio grew significantly while working with Kellen, utilizing our team as the marketing partner for four new product introductions, supporting national launches and market-by-market roll-outs and generating national publicity.

Solution

With four brands under the In The Raw portfolio with a shared benefit – sweet — Kellen carefully selected the appropriate media targetsinfluencers and seasonal opportunities that were best suited to each product.  For each launch and for on-going support, we utilized a combination of earned mediaowned and shared digital medianutrition communicationspartnerships, influencer sampling and more, to spread the sweet news about In The Raw’s growing product line.

Results
  • Garnered more than 266 million impressions in earned media placements for In The Raw, with media highlights including: The New York Times, Wall Street Journal, Associated Press, TODAY ShowFood Network, Health, Women’s Health, Huffington Post Food, YUM for Kids, Fitness, SheKnows.com, NPR, Eater.com, Crain’s New York Business, Food Business News, Today’s Dietitian, HungryGirl.com and more
  • Worked with Cumberland to create a social media presence for the brand which now has nearly 400,000 followers on Facebook
  • Developed a robust health professional communications program, speaking directly to dietitians and nutritionists, keeping them up-to-date on the latest all-natural sweeteners. In one year since its launch, Kellen more than doubled the sampling fulfillment numbers to health professionals, and has become a go-to resource for many HPs.
  • Brought to life partnerships, influencer relationships and promotional vehicles for In The Raw, including a prominent feature in the South Beach Diet Cookbook, being positioned as a staple ingredient throughout Rocco DiSpirito’s numerous cookbooks and interviews, an annual feature in the Super Saturday coveted gift bag , VIP key mom blogger activations and more.