NutiriBullet is one of, if not the most successful blender brands in the UK. The bullet blending craze has been sweeping the nation, with households going nuts for goodness from within. Enter Catalyst with a clear objective, consolidate NutriBullet as the TOP nutrition extractor and make the brand a household name!
Catalyst was appointed by home shopping channel High Street TV who were behind the launch of NutriBullet in the UK, to bring awareness to NutriBullet and ensure that High Street TV became known as the official stockist for the brand. Not only did the High Street TV brief for Catalyst include NutriBullet, it also encompassed their entire product portfolio across homes, gadgets, beauty, fitness and accessories.
Catalyst launched a strategic campaign with a real team of PR professionals pioneering the brief. For a client of this scale Catalyst also invested in a full time PR assistant to support more senior team members.
The result has been an eighteen-month success story for Catalyst. Every month Catalyst has secured 50 pieces of coverage for the High Street TV account, with 30 pieces being targeted towards NutriBullet.
With limited NPD and a criteria in-place for sampling Catalyst employed a variety of methods to achieve the coverage target set by the client which included regular press releases, a recipe of the week targeted towards current events/trends and stories to business editors regarding statistics and record sales. Catalyst built strong relationships with food, fitness and lifestyle press to ensure constant coverage for NutriBullet, an example of which can be seen from Now magazine featuring NutriBullet as recipe of the week in each issue. Constantly going above and beyond team Catalyst were determined for all magazines to feature NutriBullet.
The power of celebrity has been evident in raising awareness for NutriBullet, with the product becoming a firm favourite with names including Ruth Langsford, Lucy Watson, Abbey Clancy and Freddie Flintoff. Catalyst has been instrumental in getting celebrities to review NutriBullet and then sharing this information to relevant media to further awareness of the opportunities created. This has also been extended to top food bloggers and influencers including Delicioulsy Ella, Niomi Smart and the Hemsley Sisters.
Catalyst has been involved in all facets of the PR process for High Street TV; managing collaborations with top brands, adhering to company guidelines, working seamlessly with HSTV’s social agency and researching relevant charity, advertising and product placement opportunities.
With no budget in place for PR events or gifting, celebrity endorsement and limited samples available, for the Mirror to report that “the rather pricey NutriBullet has become the most wanted wedding gift, leaving more traditional presents – like toasters – by the wayside” , we consider that a good job done!