Capitalizing on New Market Distribution
Brazi Bites, makers of naturally gluten-free Brazilian cheese breads and empanadas, has seen high velocity growth in key retailers across the country since an appearance on Shark Tank in 2015, and it has been essential to keep telling the brand’s story to support their growth.
We were tasked with developing a strong media relations and digital marketing campaign to support the new nationwide distribution of Brazi Bites Cheddar & Parmesan Brazilian Cheese Bread in Costco Wholesale. A holistic communications campaign was launched to accelerate visibility of the brand’s Latin inspired, better-for-you, bite-size creations by capitalizing on key moments in time (holidays and Super Bowl Sunday) to position the brand as a must-have appetizer.
We worked with the Brazi Bites team to drive widespread awareness of Costco availability as well as establish Cheddar & Parmesan Brazilian Cheese Bread as a delicious must-have appetizer or snack for millennial moms and individuals who value convenience and flavor. We executed many tactics as a part of this campaign.
We utilized earned media placements in national and regional print/online channels, specifically in lifestyle and food outlets. We implemented paid media broadcast segments in high priority markets.
We formed long-term and one-off partnerships with mid-tier influencers who represent Brazi Bites core consumer demographics. We created organic social media content showcasing Cheddar & Parmesan Brazilian Cheese Bread product and in-store retailer imagery. We also executed paid social media advertising utilizing geographic, psychographic and demographic targeting to reach Brazi Bites core consumers. Additionally, we leveraged display advertisements designed to drive consumers to an owned landing page. We also implemented social and display retargeting utilizing data from the landing page and website.
Our approach accelerated Brazi Bites’ brand awareness and sales growth during the brand’s 3-month feature at Costco. In addition to increased brand discovery and households penetrated, we achieved published press from The Kitchn (twice), Boston Globe and My Recipes. Our display results yielded impressive results: 3.62 eCPA, 6,936 eCPA activities and 5,199,359 impressions. We knocked it out of the park with our social media ads: 4,875,211 impressions, 7,544 conversions and 23,773 landing page views. And our influencer campaign was a hit—check some of them out.