Billie Green is the first plant-based brand of the newly founded corporate startup The Plantly Butchers. To achieve broad visibility among retail decision-makers and end consumers, we took over the press relations at B2B and B2C level for the launch of the first five products.
Building Positive Brand Awareness in the B2B and B2C Environment
In the first step, we translated the initial situation with all facts into a solid and media-relevant storyline. Depending on the target group (B2B or B2C), the focus had to be set:
Addressing B2B and business media
The Plantly Butchers as a new corporate startup within an established family business undergoing a transformation from Germany's second-largest sausage manufacturer to a broad-based provider of protein-based foods + Billie Green as an innovative lighthouse brand, for whose production fermentation processes are used for the first time
Addressing B2C Media
Billie Green as a new innovative plant-based brand that has clear advantages over the competition:
In order to exploit the storyline in the best possible way in terms of editorial output, we divided the launch into three phases:
With all measures, we succeeded in achieving a total of 88 print and online publications with a reach of 39 million in the first six months since the launch.
