Escuminac Birch Syrup

Challenge

To build a brand identity, awareness and demand for Escuminac Birch Syrup.

Strategy and Tactics

Faye Clack Communications (FCC), utilized consumer excitement for specialty foods during the holiday season to position birch syrup as the must have epicurean condiment for entertaining by engaging product trial with top-tier food journalists and bloggers. As the primary consumer audience profile for Escuminac Birch Syrup is epicureans with a more refined and sophisticated palate, the media relations campaign required representation from a spokesperson with vast culinary experiences who could add credibility to the product and its multiple uses.

Results

  • 16.7 million media impressions, which represents an editorial value of over $1.6 million.
  • Escuminac Birch Syrup sales increased 85 per cent over the three-month campaign period (October to December), compared to sales three months prior (July to September).
Escuminac Birch Syrup

© 2015 Faye Clack Communications. All rights reserved.
All photos and recipes are original creations of Faye Clack Communications.

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