Client Case Study:
Natural Products & Lifestyle
Natural foods and wellness are personal passions and we are thrilled to spread the word about our innovative clients in this space!
mWEBB worked with Califia Farms, a leading producer of premium almond milks, cold brew coffees and citrus drinks, for three years doing what mWEBB does best - help smaller companies amplify brand awareness from local story to national star and ultimately global brand.
The initial PR campaign for Califia Farms served multiple masters: it was critical to place stories in the trade media that food retailers and distributors read while building consumer awareness (i.e. demand at those retailers) through business and consumer outlets. The target demographic had a strong emphasis on millennials so, in addition to mainstream outlets (like USA Today, New York Times, Shape, O), campaigns targeted very specific outlets where they consume information – BuzzFeed, CeleBuzz, PopSugar, etc.
mWEBB also drove thought leadership campaigns for Califia – focused on plant-based beverage growth and the trends fueling it - placing Greg Steltenpohl, CEO, on magazine covers, while ensuring that its multiple product launches (they company now has over 70 skus) were placed at the right consumer outlets, and that journalists were given good story ideas, recipes, samples and ready access to spokespeople. The campaign included multiple media interviews and tours in conjunction with trade shows like Fancy Foods and Expo West.
In addition, mWEBB was tasked with developing crisis communications protocols around California’s drought and the almond crop on which Califia depends.
The results? During mWEBB’s first year as the agency of record, Califia was named “Brand of the Year” by BevNet and named a “Breakout Brand” by Beverage World. In addition, the company was named a “Top 10 Challenger Brand.” In 2016, CEO Greg Steltenpohl was named one of the Top 50 Disrupters in the beverage industry. Steltenpohl also received the 2016 Specialty Foods’ Business Leadership Award and, to date, Califia Farms is one of the fastest-growing natural beverage companies in the U.S., and the #1 coffee brand in the natural products category. In 2017, mWEBB drove 4,000+ articles with an estimated reach of over three billion consumers and an estimated ad equivalency of over $13 million.
" mWEBB's professionalism and sharp strategic planning helped natural foods brand Califia Farms become a thought leader in the industry, earning high-profile coverage in outlets such as The New York Times, USA Today, and Food Navigator. From drafting complex messaging to arranging executive interviews, the mWEBB PR Team is best-in-class."
— Kaitlin Barton, Senior Marketing Director, Califia Farms