Search
Close this search box.
case study

Bubbies Fine Foods

Making a Big Dill out of Bubbies

Challenge

Fermentation is one of the hottest and most competitive CPG spaces. Bubbies Fine Foods, with its iconic grandma “Bubbie” brand, has been a major player in the industry for more than four decades. To expand retail opportunities, they needed to prove that even though they’re not the new kids on the block, they are still THE buzzy innovators and preferred brand in the field.

Results

In one year’s time, ROOT secured 66 pieces of coverage with a potential readership of 674 million. Top-tier compelling placements included Good Morning America, Better Homes & Gardens print issue and online, Time Magazine, Real Simple, Forbes, The Price is Right, Yahoo!, The Take Out, Nosh, Country Living and dozens of other outlets. Best of all, the 40+ year old company experienced 13 percent growth year-over-year.

In 2024, ROOT’s work with Bubbies won a PRSA Colorado Silver Pick award for Media Relations, Packaged Goods.

Solution

To grow consumer buzz and gain interest from b2c retailers, Bubbies needed to be in top-tier lifestyle publications that conventional and natural shoppers read, as well as business and trade publications. ROOT developed laser-focused key messaging and a media relations plan that concentrated on media outlets that Bubbies’ target audience – home cooks, b2c retailers, and health conscious individuals – rely on for ideas and advice on which products to purchase. After creating targeted media lists, ROOT sent out samples to interested top tier media, including New York Times, Food & Wine, Serious Eats, Good Housekeeping, Rachael Ray, Better Homes & Gardens, USA Today and more than 100 others. Compelling story angles that ROOT pitched included “Fermenting Your Farmers Market Haul,” “A More Functional Cocktail This National Cocktail Day,” “Tastiest New Gifts for Your Passover Seder Host,” and “A Pickle-Brined Turkey for Thanksgiving.”

In Their Own Words

“The ROOT Marketing & PR crew are elite at their craft – creative, resourceful, and strategic. Their creative approach, empathetic relationship-building, and strategic execution have consistently expanded our brands’ reach, far and wide. Their genuine empathy, commitment, and knowledge of the fermented and functional food industry sets them apart. They make each interaction both insightful and reassuring as we’ve grown. Highly recommended for any brand seeking a PR partnership that truly exemplifies elite mission, vision, and values.”

Amy Ryan, Senior Marketing Manager, Fermented Food Holdings

Challenge

Fermentation is one of the hottest and most competitive CPG spaces. Bubbies Fine Foods, with its iconic grandma “Bubbie” brand, has been a major player in the industry for more than four decades. To expand retail opportunities, they needed to prove that even though they’re not the new kids on the block, they are still THE buzzy innovators and preferred brand in the field.

Solution

To grow consumer buzz and gain interest from b2c retailers, Bubbies needed to be in top-tier lifestyle publications that conventional and natural shoppers read, as well as business and trade publications. ROOT developed laser-focused key messaging and a media relations plan that concentrated on media outlets that Bubbies’ target audience – home cooks, b2c retailers, and health conscious individuals – rely on for ideas and advice on which products to purchase. After creating targeted media lists, ROOT sent out samples to interested top tier media, including New York Times, Food & Wine, Serious Eats, Good Housekeeping, Rachael Ray, Better Homes & Gardens, USA Today and more than 100 others. Compelling story angles that ROOT pitched included “Fermenting Your Farmers Market Haul,” “A More Functional Cocktail This National Cocktail Day,” “Tastiest New Gifts for Your Passover Seder Host,” and “A Pickle-Brined Turkey for Thanksgiving.”

Results

In one year’s time, ROOT secured 66 pieces of coverage with a potential readership of 674 million. Top-tier compelling placements included Good Morning America, Better Homes & Gardens print issue and online, Time Magazine, Real Simple, Forbes, The Price is Right, Yahoo!, The Take Out, Nosh, Country Living and dozens of other outlets. Best of all, the 40+ year old company experienced 13 percent growth year-over-year.

In 2024, ROOT’s work with Bubbies won a PRSA Colorado Silver Pick award for Media Relations, Packaged Goods.

In Their Own Words:

“The ROOT Marketing & PR crew are elite at their craft – creative, resourceful, and strategic. Their creative approach, empathetic relationship-building, and strategic execution have consistently expanded our brands’ reach, far and wide. Their genuine empathy, commitment, and knowledge of the fermented and functional food industry sets them apart. They make each interaction both insightful and reassuring as we’ve grown. Highly recommended for any brand seeking a PR partnership that truly exemplifies elite mission, vision, and values.”

Amy Ryan, Senior Marketing Manager, Fermented Food Holdings

a few media hits

related work

Case study

Savory Spice

After near-immediate success with their first store, Savory Spice quickly grew both via online sales, and brick and mortar stores (now at 30 locations across the US.) Savory Spice hired ROOT with an initial focus on landing mentions in e-commerce gift guides.

learn more
Case study

ORIGIN

ORIGIN Milk launched Colorado’s Whole Foods Markets, Sprouts and specialty market shelves bringing nutrient rich, delicious and beautifully-hued heritage A2 milk to shoppers. The problem was, no one knew had a clue about the Ohio-based dairy company nor about heritage-breed A2 dairy products.

learn more
Case study

OAK at Fourteenth

Award-winning OAK at Fourteenth was doing all of the right things with their phenomenal service-focused team and innovative wood-fired cooking, but realized they needed to partner with a local PR agency with strong relationships with Colorado influencers and media.

learn more

the good food
agency

newsletter

Every month, the ROOT team digs deeper into good food and marketing trends, news and tips. Sign up here.