We’ve worked with Vibrant Vegan, delicious plant-based ready meals, for around two years now and offer product PR and press office support, as well as digital PR tactics.
Our press office support for food client, Vibrant Vegan
Vibrant Vegan is a subscription service of plant-based ready meals delivered frozen to your door. As it is a food brand with a range of different meal options, a key service we offer to them is essential press office support. This is to make sure the product gets into the hands (or rather, mouths) of the right people and is included in all of the relevant product roundups.
When we first started working with Vibrant Vegan, it was a new brand, founded by the same person behind Soulful Food Co, which can be bought from major retailers like Tesco and Ocado. We created an announcement and sent this out to the media – you can see it covered here by The Grocer.
The first step in any product PR pitch is to research your dream journo hit list and offer products for review (who doesn’t love free food?!) alongside jumping on seasonal activity like ‘Veganuary’, Christmas gift guides and ‘New Year, New Me’ etc. We got a ton of online and print reviews placed, including the Mail Online, The Independent, Metro, Men’s Fitness, Evening Standard, Daily Mirror and Daily Express.
At the height of the coronavirus pandemic when a lot of brands were offering various discounts and initiatives for NHS workers, we launched Vibrant Vegan’s first hot vegan meal vending machine. In partnership with Open Kitchen Co., Vibrant Vegan installed the country’s first hot plant-based meal vending machine at Hillingdon Hospital for NHS workers to use, so they could eat well while on shift. We picked up multiple articles with this, especially among vegan-specific titles including Plant Based News, Live Kindly and VegNews.
We also pitched out Vibrant Vegan’s experts for comment, like this piece where Stylist spoke to its development chef about why she turned vegan, as well as placing a number of competitions for additional brand visibility (here’s one on The Student Pocket Guide).
Press office support results
- 250 pieces of coverage in total
- 60 pieces of press office specific coverage – reviews, comments and company news stories (not including digital PR stories)
- 232 links across all pieces of coverage
- 52 pieces of coverage has a DA of 70+
- Half of all press office coverage linked to Vibrant Vegan’s website.
Want to see what a strategic mix of press office and digital PR tactics can do for your business? Get in touch!