Coco Joy Case Study

Brand Overview

Coco Joy is part of FAL Food & Beverages, a brand that touches the lives of consumers with a wide array of healthy food and beverages found in its own stores or in outlets. FAL is an international and local conglomerate of 75 companies, spanning 17 countries in the Middle East, Australia, the Americas and Europe, with a dedicated workforce of over 4,500.

Challenge

FAL Group engaged Heard PR to launch its new coconut-product brand, Coco Joy, in Australia and was tasked with executing an effective trade media-focused campaign with the goal of raising interest in Coco Joy’s suite of healthy products from supermarkets, retailers and distributors.

Solution

In a successful four months of PR activity, Heard PR had strong wins through a comprehensive trade media outreach strategy which included media releases, interviews, targeted pitching and more. Outreach laid the foundation for Coco Joy’s consumer launch, due to coincide with the launch of an all new Coco Joy store at Bondi Junction.

Result

Coverage was obtained in key publications including placement in several trade titles such as Convenience World, Food Magazine, Inside FMCG, Just-Drinks, Retail World, Convenience and Impulse Retailing and Food and Drink Business.

Ground has also been made with consumer media, with coverage appearing on Australian Hair and Beauty. This coverage was also supported by the site’s social media channels. Media exposure for Coco Joy helped support the brand in obtaining outreach from the likes of Woolworths, Caltex, IGA, Harris Farm and BP

  • More than 30 articles across key target publications
  • Total reader impressions of more than 400,000
  • More than $100,000 in total PR value for coverage obtained
  • Target ROI: 3:1
  • Actual ROI: 7:1