34 Degrees, maker of all-natural, wafer-thin crisps, introduced its newest innovation in 2012: the Sweet Crisp. In an already saturated market, 34 Degrees needed to find their edge over the competition, break through the snacking clutter and articulate the qualities of taste and health to trade and consumer-facing media.

Because the Crisps are unique in their shape, texture and name, the challenge was overcoming initial misperceptions of what the Crisps entailed: Were they crackers? Were they cookies? What did they taste like? To overcome these barriers, the campaign strategy focused on getting the Sweet Crisps in the hands of key media influencers

Through a multi-tiered campaign that included targeted pitching, a New York City desk-side media tour, traditional sampling efforts, trade shows, social media, and large-scale blogger outreach, the campaign became an all-encompassing effort to educate consumers and media on how Sweet Crisps successfully blends taste inside a low calorie snack.

With the product launch, 34 Degrees’ media impressions grew from 5.3 million in 2011 to 33.9 million in 2012, a 639% growth rate. From PR efforts, we were able to secure placements in top consumer and trade publications, including:

• Gourmet Retailer
• Real Simple
• 5280
• Food & Wine
• Good Housekeeping
• ColoradoBiz Magazine
• Sustainable Food News
• The Daily Meal
• Grocery Headquarters
• Bite of the Best
• Yahoo! Shine
• Denver Life Magazine
  

• 34 Degrees was selected as a winner of the “2012 Colorado Companies to Watch”.
• Wire distribution of launch release garnered more than 539 million media impressions.
• Holiday Twitter Party resulted in 104,176 impressions via 1,500 tweets.