GOURMET GARDEN HERB AND SPICE BLENDS
Manufacturers of innovative herb and spice blends packaged in tubes to preserve garden freshness and gourmet flavor while offering maximum convenience.

CHALLENGES:

• Introduce an international product to the United States for the first time, in a food category new to most American consumers;
• Translate the Gourmet Garden brand image to make it an appropriate fit for the American market;
• Initially, market the product regionally, requiring individual strategies customized to different regions;
• Position Gourmet Garden against a $2 billion competitor with a similar, fresh product, a long-established share of the dried seasonings market, and high brand name recognition;
• Solve logistical problems related to providing fresh samples of a perishable product to retailers nationwide.

WORK:

• Created and executed a nationwide Public Relations plan that incorporates a detailed regional schema; targeted each region specifically, with the time and topic tailored to the demographics;
• Worked with the distribution center to orchestrate a sampling strategy that required detailed planning, timely delivery and effective oversight to guarantee product freshness;
• Assisted Gourmet Garden with its benefit event sponsorships and community giving activities.

RESULTS:

• Gourmet Garden has been placed in hundreds of daily and weekly newspapers and magazines, with consistently positive reviews;
• Gourmet Garden has reached a total circulation of 114,298,920 for all placements, not including online placements;
• Of all media expressing an interest in Gourmet Garden , 91% did a story or product review;
• Gourmet Garden 's most formidable competitor has dropped out of this product niche.
• From 2002 sales were quadrupled in 2003

MEDIA:
SAFEWAY SELECT, BALTIMORE SUN, CULINARY TRENDS, TUCSON HOME MAGAZINE, NICK JR. MAGAZINE, ENERGY FOR WOMEN MAGAZINE, SAN MARINO TRIBUNE, STAGNITO‚S NEW PRODUCTS MAGAZINE, AZ FOOD & LIFESTYLE, DESERT MAGAZINE, IN ADDITION TO HUNDREDS OF LOCAL NEWSPAPERS AND MAGAZINES.

FROM THE CLIENT

"I have been impressed with the professional way your team has worked with our Brand Management and US Sales team to understand our goals and develop, refine and implement strategies that meet our specific needs.

In these past months we have secured listings in over 2500 grocery stores in Western US including such retailers as Kroger, Safeway and Albertsons. Your PR efforts have played a significant part in raising consumer awareness and building retailer confidence in our ability to operate in the US from our base in Australia.

Please pass on my grateful thanks to your dedicated team."

Craig Agnew, General Manager, Gourmet Garden Fresh Herbs & Spices

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