Veganuary was a key calendar moment for our client Kerry Foods, given their recent branch in to the meat-free category with the launch of Richmond Meat-Free Sausages, an entirely meat-free brand, Naked Glory, and the launch of Fridge Raiders’ Veggie Bites. Throughout January, there was an abundance of plant-based NPD, so our challenge was to get cut-through in the trade media for both the brand’s new launches and opinion pieces to position Kerry Foods as a thought leader in the space. During January alone we secured, 18 pieces of coverage in trade media, with an additional two pieces of national coverage for the launch of Fridge Raiders’ Veggie Bites which was picked up from trade articles.
When looking at Trade media, The Grocer is one of the most influential publications in the Off-Trade, so was a huge target for us to secure coverage in. For our Veganuary activity, we secured nine hits in the Grocer, across NPD, comment from key stakeholders at Kerry Foods in the publication’s plant based feature, and a profile slot for Fridge Raider’s brand manager.