PR Fresh Hits: Feb 24, 2021
Welcome back to the second episode of PR Fresh Hits. Here’s what you may have missed...
Fresh Prep Goes zero waste - a first for Canada
Fresh Prep, a Vancouver-based meal kit company, is launching a Zero Waste Kit that will help reduce the use of single-use plastics in their deliveries. Their new container is made of BPA-free reusable plastic and silicone parts. It was created after being in development for three years. An industry first, the kit will be offered to customers at no extra charge and the corresponding Zero Waste recipes will roll out later in March.
The new program comes as consumers are looking for more ways to be more sustainable which is especially important in the meal kit space where there has been consistent criticism for plastic waste and excessive packaging.
A great move for Fresh Prep to show their consumers they are walking the walk and making long term investments into their sustainability efforts.
RW&CO. reimagines campaign with real life influencers
RW&CO. is doubling down in their efforts to reach the entrepreneur segment through their revamped ambassador campaign that features real life entrepreneurs and small business owners.
Traditionally, their brand campaigns featured famous faces like P.K. Subban and Erik Karlsson but in this fresh take, they’ve styled and highlighted 13 real life entrepreneurs from cities across Canada coast to coast along with Dragons’ Den dragons Manjit Minhas and Lane Merrifield.
The core narrative of the campaign is paying tribute to local entrepreneurs who are daring to reimagine and reinvent their businesses for today's realities. To round out the content side of things, they’ve also built a partnership with TED Talks.
In a time where consumers are looking to support small local businesses, it’s a smart move by RW&CO to highlight their origins as a small, family-run Quebec venture.
New era of Roll Up The (rim) To Win
After shifting to digital play last year due to precautions around COVID-19, Tim Hortons iconic campaign has gone fully online this year. The shift also comes with additional changes like more prizes, better odds of winning and elimination of the “please play again” option.
What could have otherwise resulted in a lot of pushback from consumers and media, the transition at the height of the pandemic and the move to a more sustainable option has been well received thus far.
Written by Crystal Kwon, principal at front+centre - a PR firm for challenger brands. If you want your work featured, email hi@frontandcentre.co