Our challenge
Despite the imminent arrival of a top US brand on UK supermarket shelves, Mason Media launched the first pomegranate juice drink, beat the big brand to the punch and very quickly owned the market with Pomegreat.
Our approach
The story was broken with an exclusive in the Daily Mail followed by a series of health-based pieces across the other national print titles. Our work helped to make the pomegranate THE healthy ingredient of the moment.
As well as this strategic positioning, there were tactical opportunities such as the exploitation of a long hot summer which was renamed by the team as “the summer of the pomegranate” and helped to generate further national and female glossy coverage.
Our results
Media highlights included the Daily Mail, Sunday Times, The Times, Daily Mirror, Daily Express, Guardian, Observer, You magazine, Men’s Health and The Grocer.
From a standing start and without advertising, in-store or on-pack or off-page promotional support, the brand achieved listings across most multiples and independents. Sales went up by 600 per cent within days of the first story appearing in the Daily Mail and this was sustained with further coverage across the national and trade press.
The powerful PR campaign won Holland & Barrett’s Media and Marketing Award of the Year.