When the all-natural protein beverageRumble launched in the Canadian market, the company’s goal was to garner the attention of business, consumer, health and general news press.

Yulu created a media relations campaign that targeted business press nation-wide — leveraging Rumble’s appearance on Dragons’ Den in late 2013. Details on the investment deals from the Dragons were offered to the press as an embargoed exclusive, which assisted in the company securing several top-tier media hits within the first week of launching. Further to campaigning around Rumble’s appearance on Dragon’s Den, the campaign focused on sharing the founder Paul Underhill’s personal story, as the genesis of Rumble.

In a two-month period, Yulu secured feature stories in a dozen different outlets which included BC Business, Vancouver Sun and BNN. Rumble’s story reached a total audience of 103,937,496 and the company and founders received upwards of 200 impressions in the press.