wildbrine
Challenge
When Whole Foods Market selected wildbrine’s Fermented Chickpea Salad for an exclusive launch, it gave the brand an incredible opportunity—but also a unique challenge.
As the first product of its kind, wildbrine wasn’t simply introducing a new SKU. It was asking consumers to embrace an entirely new refrigerated food category.
Success depended on more than generating publicity. Consumers needed to understand what the product was, why they would want it, and how it fit into everyday meals. At the same time, wildbrine needed to build confidence among retailers that this new category had staying power beyond its initial Whole Foods launch.
Results
The campaign helped transform an exclusive Whole Foods launch into a nationally recognized product story.
Highlights included:
17 earned media placements across national broadcast, consumer, and grocery trade media
Feature on Fox & Friends, where chef Julia Chebotar showcased the product as part of a segment on fiber-forward eating and gut health
Coverage in Progressive Grocer, Food Business News, WholeFoods Magazine, FoodNavigator, Prepared Foods, and other leading trade publications
Mindful Awards Grab-and-Go Snack Product of the Year, providing additional third-party validation for retailers and consumers
Strategic influencer content that introduced the product to millions of highly engaged consumers through authentic, educational storytelling
By combining consumer education, retail-focused media relations, strategic influencer partnerships, and industry recognition, ROOT helped turn a first-of-its-kind product launch into a credible new food category with momentum among both shoppers and retailers.
Solution
ROOT developed an integrated earned media campaign designed to educate consumers while building credibility with retailers and the grocery industry.
We positioned the product at the intersection of several fast-growing food trends—including gut health, plant-based protein, fiber-forward eating, and convenient refrigerated meals—giving journalists multiple relevant ways to tell the story.
Recognizing that education would be the key to adoption, ROOT partnered with Violet Witchel, the creator behind the viral “Dense Bean Salad” movement. Rather than simply promoting the product, she showed millions of consumers exactly how it fit naturally into everyday eating.
To support retail expansion, ROOT also secured coverage in leading grocery and CPG trade publications, while pursuing respected food industry awards that reinforced the product’s innovation and gave buyers additional third-party validation.
The most exciting food innovations are often the ones that require a little education. When consumers don’t yet know they want something, the story has to do more than introduce a product — it has to create understanding and curiosity.
With wildbrine, ROOT helped transform a new category into a compelling consumer story by connecting innovation with the trends shaping the future of food: gut health, plant-based protein, fiber, and convenient, everyday eating. It’s exactly the kind of work we love — helping brands changing the future of food earn the attention and credibility they deserve.
Challenge
When Whole Foods Market selected wildbrine’s Fermented Chickpea Salad for an exclusive launch, it gave the brand an incredible opportunity—but also a unique challenge.
As the first product of its kind, wildbrine wasn’t simply introducing a new SKU. It was asking consumers to embrace an entirely new refrigerated food category.
Success depended on more than generating publicity. Consumers needed to understand what the product was, why they would want it, and how it fit into everyday meals. At the same time, wildbrine needed to build confidence among retailers that this new category had staying power beyond its initial Whole Foods launch.
Solution
ROOT developed an integrated earned media campaign designed to educate consumers while building credibility with retailers and the grocery industry.
We positioned the product at the intersection of several fast-growing food trends—including gut health, plant-based protein, fiber-forward eating, and convenient refrigerated meals—giving journalists multiple relevant ways to tell the story.
Recognizing that education would be the key to adoption, ROOT partnered with Violet Witchel, the creator behind the viral “Dense Bean Salad” movement. Rather than simply promoting the product, she showed millions of consumers exactly how it fit naturally into everyday eating.
To support retail expansion, ROOT also secured coverage in leading grocery and CPG trade publications, while pursuing respected food industry awards that reinforced the product’s innovation and gave buyers additional third-party validation.
Results
The campaign helped transform an exclusive Whole Foods launch into a nationally recognized product story.
Highlights included:
17 earned media placements across national broadcast, consumer, and grocery trade media
Feature on Fox & Friends, where chef Julia Chebotar showcased the product as part of a segment on fiber-forward eating and gut health
Coverage in Progressive Grocer, Food Business News, WholeFoods Magazine, FoodNavigator, Prepared Foods, and other leading trade publications
Mindful Awards Grab-and-Go Snack Product of the Year, providing additional third-party validation for retailers and consumers
Strategic influencer content that introduced the product to millions of highly engaged consumers through authentic, educational storytelling
By combining consumer education, retail-focused media relations, strategic influencer partnerships, and industry recognition, ROOT helped turn a first-of-its-kind product launch into a credible new food category with momentum among both shoppers and retailers.
In Their Own Words:
The most exciting food innovations are often the ones that require a little education. When consumers don’t yet know they want something, the story has to do more than introduce a product — it has to create understanding and curiosity.
With wildbrine, ROOT helped transform a new category into a compelling consumer story by connecting innovation with the trends shaping the future of food: gut health, plant-based protein, fiber, and convenient, everyday eating. It’s exactly the kind of work we love — helping brands changing the future of food earn the attention and credibility they deserve.
a few media hits
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