Last spring, I worked closely with Damini Mohan of Mini Kitchen on a Public Relations campaign to boost public awareness of their brand. The goal of the campaign was to raise the overall public profile of Mini Kitchen through traditional media. With a great story behind their product, I set out with a news release and was pleasantly surprised at the uptake.
Mini Kitchen provides grab-and-go meals, using fresh, local ingredients. They also only employ immigrant women in order to give them an opportunity to have gainful employment.
The first news show that Damini and her mom Renu appeared on was Edmonton AM with Mark Connolly. Damini and Renu recounted the story of Mini Kitchen for Edmonton AM audiences on their morning commutes.
Next, Twyla Campbell, CBC Edmonton's food critic, met with Damini and toured her processing facility. She also sampled her samosas and wrote a great blog post on it. Liane Faulder from the Edmonton Journal also posted on social media about how great Damini's new samosa recipe was.
We created a great video to be shared on social media. You can view it here. We worked with a local videographer, who has a fantastic eye for portraying Damini's story in a great light.
Next, we wanted to aim for something big. The best way to reach as many people as possible is to get a segment on the local news. Lucky for us, the story was picked up by Global Edmonton News. Damini and her mom showcased their products on the weekend news, getting to cook live using their spice blends and butter chicken sauce. It was incredibly well received by the hosts and by the online audience.
Finally, to round it all off, The Tomato magazine wrote a great article on Damini and her food.
The media campaign as a huge success! We managed to appear in all forms of media - Print, radio and television.
If you have a great story to tell, contact me and I can help you reach the your audience through the media!