RELAUNCHING A BRAND
As the number two player nationally in the hummus category, Lantana wanted to increase awareness and grow its share of voice after a name change and brand relaunch.
SPM devised creative tactics to reach media and influencers and communicate Lantana's key points of difference as "the other bean hummus," highlighting its bright colors and inventive ingredients like beets, carrots, edamame and fruit.
Instead of a standard press mailer, SPM created a Lantana "subscription box program," offering high-reach influencers and select media monthly previews of new products, recipes and seasonal inspirations. To increase trade show coverage, SPM offered Converse All-Star shoes in the company's signature color - bright purple - as a means of breaking through the clutter at EXPO West. SPM also leveraged partnerships with registered dietitians for local market coverage, and facilitated brand activation around events such as National Nutrition Month.
Media coverage has included Shape magazine, Greatist, Everyday Health, Spoon U, Gourmet News, Atlanta Journal Constitution, CBS Austin, Austin Business Journal, Hungry Girl, Parents Latina and Parents magazine.
Expo West outreach drove in-person booth visits and tastings from Hungry Girl, Progressive Grocer, Gourmet Retailer, Gluten Free & More, Allergic Living, Veg News as well as key influencers.