Brand strategy + PR for the first national plant-based foods wholesale company.
VEDGEco is the first 100% plant-based food wholesaler in the U.S. Launched nationally in 2020, they ship plant-based products in bulk to the restaurant and wholesale food industry, as well as to consumers across the U.S.
Their awesome mission is to make plant-based eating more sustainable, affordable, and accessible nationwide. VEDGEco’s carefully curated selection of the best plant-based protein and dairy alternatives make it easy for customers to say yes to delicious plant-based food.
Hybrid Media Strategy
We started working with VEDGEco at the end of 2020, during the COVID pandemic. We quickly got up-to-speed and devised a hybrid B2B and B2C PR strategy that would quickly engage VEDGEco’s two key target audiences: Consumers looking for a cost-effective and convenient way to get plant-based products delivered to their door and independent restaurants looking to expand their plant-based offerings.
We launched two major campaigns back-to-back: One for Veganuary and the other, a 1,000 Box Giveaway campaign to encourage independent restaurants to try plant-based ingredients. Both helped raise awareness for the brand and laid the foundation for a more robust plant-based PR effort moving forward.
Pivoting & the Planted Chef Challenge
In April 2021, as the restaurant industry began to recover from the pandemic, VEDGEco shifted its strategy to focus exclusively on its B2B customers and increased demand for plant-based ingredients.
We adjusted our messaging and PR strategy and conceptualized the Planted Chef Challenge, a series of campaigns that encourage restaurant and food service operators around the country to “veganize” a signature dish. We drafted marketing copy for the campaign, identified bakery participants, and developed a highly targeted B2B media strategy.
The results have included media coverage in key B2B outlets including VegNews, PMQ Pizza Magazine, Catersource, FSR Magazine, Bake, Snack Food and Wholesale Bakery as well as in business publications such as the Pacific News Journal and select consumer outlets such as The Beet and Plant Based Food News. We have also provided strategic counsel on P2P and advertising opportunities, strategic partnerships, and CSR initiatives.