In a new journal section, we're highlighting the latest experiential events of note by top minds in the industry. Check out Rao's Homemade's first-ever pop-up marketplace by Dera Lee Productions.
Rao's Homemade® communications agency, MBooth, hired Dera Lee Productions to introduce Rao’s Homemade® products and new limited-edition items in the bustling area of SoHo, NYC. The Saucery was Rao’s Homemade® first ever pop-up marketplace inspired by their own Italian farm to jar story exclusive to 50 media and influencers and 600 consumers who were lucky to get a reservation. Fun fact: The Saucery by Rao's Homemade™ sold out in two hours!
Busy Philipps at The Saucery
Upon entering, guests immediately were transported to an Italian herb garden learning about how the Rao's Homemade® team prepares and plants seeds in the mineral rich soil of Mount Vesuvius and Southern Italy to jarring the sauce for their loyal customers. While taking Instagram worthy images in the herb garden, guests were offered plum seeds of their own to grow and given original Rao's Homemade® recipes to cook at home.
Then when entering the marketplace, visitors were handed a free branded "Let's Get Saucy" tote bag and guests enjoyed delicious Rao’s Homemade® sauces and Italian wine pairings along with samples of specialty cocktails made with Rao's Homemade® sauces, limited edition products and pastas, customizing their own Rao’s Homemade® sauce jar and the opportunity to purchase all products at a 15% discount where all proceeds go to the charity Jersey Cares. The success of this “saucy” pop-up experience brought new visitors converting them into Rao’s Homemade® experts but more importantly into new customers.
Dara Busch, CEO of 5WPR, says that great food sometimes isn't enough to land in the news, and plenty of times it requires strategic planning to attract the right people. Whether it means introducing a brand-new beverage or dish to a market or opening a new restaurant, with the help of the right public relations strategies, food and beverage brands can easily stand out from the crowd.
Media Relations
Companies must create press releases that include their key marketing messages as well as any details that a journalist needs to know to be able to tell a brand's story. When it comes to the food and beverage industry, imagery is crucial. That's why companies in the industry need to work with professional photographers and food stylists to capture the aesthetic of their food in an accurate manner.
When sending out press releases, the goal is to secure media coverage, which means pitches need to include a link where the journalist can find the food and lifestyle images, as well as any other marketing materials from the business. Companies in the food and beverage industry also need to provide the contact information for the company spokesperson in case a journalist wants to interview them.
Another key component of marketing strategies for companies in the food and beverage industry is sending samples of the food or beverage product, or even inviting journalists to experience it for themselves. When a journalist can try out a product, they are able to include an authentic review of it in their coverage. Businesses can also send out PR packages that contain the product, a customized letter, some branded merchandise, and their product’s press release and fact sheet.
Social Media Platforms
In terms of engaging with customers and getting them to talk about a food or beverage brand, social media is essential. Companies in the food and beverage industry can share attention-grabbing content across every social media channel they are using, as well on their website or blog. This will help companies communicate their brands’ identities more effectively. A company's website, blog, and social media channels need to have identical visual elements, so the brand can be more easily identified by its customers. This effort is also enhanced when businesses use a consistent voice and tone in their content, as well as in all communication with customers. Additionally, when companies use custom hashtags on their social media posts, and hashtags that relate to the business or its products, it can expand the reach of its brand beyond its target audience, increase brand awareness, and engage with followers.
Events
Hosting events is another great way that businesses in the food and beverage industry can showcase their products to journalists, potential consumers, and influencers. An interesting or entertaining event can create a long-lasting impression on the people who attend it. Events where they get to know a product, and even taste it, are effective. For companies in the food and beverage industry, it's smart to have a menu tasting, or another interactive component to an event, so that attendees can engage with the product firsthand.
