Not just the mayor’s juice company
Yulu was asked to overcome public perception that the “Mayor’s juice company” (as the public knew it) was first and foremost a juice company. Yulu created a media relations campaign that targeted key media in both Toronto and Vancouver and sent the entire line of fresh soups to reporters so they could give first-hand testimonials.
The Challenge
When Happy Planet’s new soup line launched in 2012, they tasked Yulu with the challenge of overcoming public perception that the “Mayor’s juice company” (as the public knew it) was first and foremost a juice company.
The Solution
Yulu created a media relations campaign that targeted key media in both Toronto and Vancouver and sent the entire line of fresh soups to reporters so they could give first-hand testimonials to its superior taste and fresh flavour.
The Result
During the short three-month campaign, Yulu’s media drop concept captured the attention of the Toronto Sun, the Vancouver Sun, Global BC, 24 Hours Vancouver and CKNW, to name a few. In addition to traditional media placements, Yulu also secured two contest opportunities with the Steven & Chris Show and CityTV’s Toronto show, Cityline.