RW Garcia min

RAISING AWARENESS AHEAD OF A BRAND SALE

RW GARCIA

sustained national media relations

OPPORTUNITY

RW Garcia, a pioneer in the better-for-you chip and cracker space and the first snack brand to become Non-GMO Project verified, had never engaged a PR firm. However, the family-founded company’s leaders realized they needed more awareness of their unique product offerings to grow. In 2018, SPM was hired as the company’s first PR agency of record.  

IDEA

SPM developed proactive media pitches, tying the product to key snacking moments such as summertime, back to school and the holidays, and partnered with registered dietitians to recommend the better snacking options the brand offers. To further reach RW Garcia’s consumers, SPM developed the brand’s first influencer program, leveraging recipe creators and food influencers on platforms including Instagram, TikTok and YouTube.

Additionally, SPM built industry credibility by nominating the brand for key awards, including Progressive Grocer’s annual Editors’ Picks, showcasing the brand to the grocery/retail trade, which helped increase distribution and shelf space.

RESULTS

– Garnered nearly 100 earned media placements in key media that included top-tier outlets such as Good Housekeeping, Forbes, PopSugar, Cooking Light, Prevention, Yahoo! and many more, totaling more than 750MM impressions over the course of several years
– Reached more than 350K individuals through influencer partnerships
Reached more than 350K individuals through influencer partnerships
– Assisted in award nominations, including the winning nomination of company founders Robert and Margaret Garcia for the Specialty Food Association Hall of Fame
– Brand sold to legendary snack company Utz Brands in 2021