THE CHALLENGE
As foodies grow more and more eco-conscious, the demand for “green,” environmentally friendly products has exploded. Uruguay Steaks, a purveyor of grass-fed steak imported from Uruguay, brings the “green” concept to beef as the cattle are raised on free-range ranches with clear natural water and without chemicals or hormones. The Miami-based founder even purchased carbon offsets to negate the emissions caused by shipping the beef to the United States. The launch of Uruguay Steaks needed to capture the attention of potential customers and create website purchases of these direct-to-consumer steaks. With these goals in mind, The Murry Agency developed the following public relations and marketing initiatives:
PUBLIC RELATIONS and MARKETING STRATEGIES & TACTICS
In the “olden days” of public relations, product launch announcements arrived at the reporter’s desk in clever packaging and loads of bells and whistles. Somewhere within was buried the news release. With the explosion of the Internet and email, the ubiquitous product launch announcement has become watered down to a pdf attachment. To stand out in the reporters’ minds and breakthrough the numbing clutter of the reporters’ overflowing email inbox, The Murry Agency went back to the (recent) past and created an innovative 3-D press kit for the launch that included not only the press materials, but also a “MOOOOOOOVEMENT” newsletter and a customized green cow plush animal wearing a branded bandana.
RESULTS
- Uruguay Steaks launched with a bang, securing coverage in The Miami Herald, 944 Magazine, Miami Modern Luxury, the Travel Channel, American Way and numerous “green” blogs and websites. Even the food editor at Oprah magazine requested steaks to “test grill.”
- Coverage and buzz helped the client sell-out his first shipment of beef from Uruguay and a replacement order needed to be rushed to the U.S.