Headstand worked with Snow Monkey to develop and implement a consumer media relations campaign to raise awareness about the plant-based, superfood ice cream alternative created by former collegiate athletes. During our time with the ice cream innovators, the team brought three new flavors to market and told the story of Snow Monkey’s retail expansion to Kroger, HEB and Market Basket in six new markets for the brand.
The team also created media events or capitalized on moments in time to enhance brand awareness and garner media coverage. These included:
New York Media Tour: In celebration of new flavor launches, we coordinated a New York media tour and secured five top-tier media meetings with food editors at Hearst Food Group (Redbook, Woman’s Day, Dr. OZ, Good Housekeeping, Cosmopolitan), PopSugar, Rachael Ray Every Day, Greatist and Parents Magazine.
SoulCycle Event: Our team planned and executed an LA-based media “snack and ride” event at SoulCycle with the Snow Monkey team to ensure Snow Monkey was top of mind for LA-based food and lifestyle media as the warm weather months approached. The event garnered 20 social posts totaling more than 303.1K social impressions, and helped establish relationships with key media and influencers.
National Ice Cream Day: Headstand worked with Snow Monkey to deploy a discount code in honor of National Ice Cream Day and pitched the deal to relevant food and lifestyle outlets. USA Today covered the news and the original article was picked-up more than 80 times. Other top-tier outlets like Food & Wine, Thrillist, Travel+Leisure and PEOPLE covered the news and, overall, we garnered 113 placements.
Additionally, we worked closely with consumer lifestyle and food press to provide samples and seasonally themed pitches, which resulted in on-message coverage on a monthly basis. Results include: 190 total media placements, 6.6 billion impressions, 99% positive or neutral sentiment in all coverage, and 100% message pull through in coverage.