Beanitos wanted to be better for farmers and better for consumers. They changed their ingredient sourcing to buy directly from bean farmers, and switched to a whole-bean recipe in order to provide 25 percent more protein per serving along with a crunchier texture. Beanitos redesigned their packaging to support the new recipe, but wanted to spread the word with national and trade media.
We began with a press release and targeted national and trade media outreach to spread the news of the new recipe, followed by extensive sampling. We developed a suite of media materials to introduce the new recipe and worked with Beanitos to send nearly 50 boxes to reporters and social influencers. Every sample was sent with the new nutrition facts and press release.
Apron sent 282 bags of chips to reporters across the country, resulting in nearly 200 media stories about the new recipe. Every story mentioned both of Beanitos’ key messages – the new whole-bean recipe and improved nutrition – as well as executive quotes and bag images. Using Beanitos’ KPI of publicity value calculations, Apron achieved an ROI of $6 of publicity value for every dollar spent on earned media outreach by Beanitos.