Helping Happy Planet Expand Its Fresh-Food Reputation

Client Overview

Happy Planet is a Canadian food brand known for its organic juices and fresh, nutritious offerings. The company is committed to socially and environmentally responsible business practices. In 2012, Happy Planet launched a new line of globally inspired fresh soups and tapped Yulu to help reposition the brand as more than just a juice company.

Challenge

Despite strong recognition in the juice category, Happy Planet faced a perception gap when it expanded into soups. Many consumers still associated the brand primarily with beverages, which presented a hurdle for market entry into the fresh-prepared food category. The challenge was to elevate awareness of the new soup line and generate earned media interest that would shift brand perception.

Strategy

Yulu designed a media relations campaign focused on taste-driven storytelling and influencer advocacy. The team:

• Developed tailored media outreach for top-tier journalists in Toronto and Vancouver
• Sent curated media drops featuring the full soup line to lifestyle, health, and food reporters
• Engaged social influencers and bloggers with media kits and sampling opportunities
• Secured national giveaway placements through lifestyle TV shows like Cityline and Steven & Chris

The campaign was executed with seasonal relevance and geographic targeting to align with Happy Planet’s retail availability.

Services Provided

• Strategic communications planning
• National media relations
• Influencer engagement
• Campaign management
• Product seeding and media drops

Results & Impact

In just three months, the campaign helped redefine public understanding of the Happy Planet brand, securing:

• 30+ media hits including the Toronto Sun, Vancouver Sun, Global BC, 24 Hours Vancouver, WE Vancouver, and CKNW
• Broadcast features and national product giveaways
• Social media buzz from influencers and lifestyle outlets
• Continued media momentum through Happy Planet’s record-breaking smoothie event and additional product launches in subsequent years

This campaign laid the groundwork for Happy Planet’s continued growth in the CPG space and helped expand its impact footprint across Canada.