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PR Company Case Study – Farmer’s Fridge Launch: Breaking the Fast Food Mold

Chicago PR Company Paramount Public Relations Client Case Study – Farmer’s Fridge Launch

PR SUMMARY

Breaking the Mold on Fast Food

Vending kiosks dispensing restaurant-quality salads and snacks made fresh each morning was virtually unheard of before Farmer’s Fridge debuted, making headlines not only in the United States but also across the globe in countries such as Brazil, France, Spain, Italy and the UK. The Chicago-based company’s mission was to create healthy salads, soups and snacks easily accessible through completely independent and technologically advanced vending kiosks. Placed in high-traffic areas, Farmer’s Fridge’s kiosks targeted anyone who wanted to make a healthier on-the-go meal choice. The PR company recommended a campaign that leveraged their environmentally conscious, unique mason-jar salad packaging as well their donation of day-old salads to a local Chicago food pantry.

Since Farmer’s Fridge was a start-up company with a very limited budget, Paramount Public Relations leveraged media relations to the fullest. The public relations launch of Farmer’s Fridge garnered over 2 billion media impressions, sparked global discussion and challenged the concept of “fast food” today as we know it.

RESEARCH

Vending Kiosk vs. Vending Machine

While traveling for his previous job, the founder and CEO of Farmer’s Fridge, realized that healthy eating on-the-go came with a tradeoff. At highway rest areas and common fast food establishments, it was nearly impossible to find healthy, fresh options. While traditional vending machines were commonly associated with candy bars and quarters, Farmer’s Fridge’s refrigerated high-tech, touch-screen and credit-card-only kiosk seemed to fall in its own category.

One of the PR company’s main strategies was appropriately positioning Farmer’s Fridge in both the consumer and vending industry. It was important to differentiate Farmer’s Fridge from traditional vending machines without offending other players in the industry. The program strategically avoided the vending machine stigma altogether by positioning Farmer’s Fridge as a vending “kiosk.”

PR COMPANY PLANNING

The objective was to successfully launch a targeted public relations campaign for Farmer’s Fridge and the goals included:

  • Introduce Farmer’s Fridge to business and consumer and trade media
  • Generate coverage of Farmer’s Fridge in key media outlets
  • Drive traffic to Farmer’s Fridge kiosks
  • Position Farmer’s Fridge as the newest innovation in the vending machines—natural, healthy, fresh food easily available to the health-conscious consumer
  • Differentiate Farmer’s Fridge from other innovative vending machines
  • Leverage the founder as an innovator and industry leader

Farmer’s Fridge target audience included key health, food and trade media, consumers, business partners and health enthusiasts.

STRATEGY AND EXECUTION

Catering & Media Drops

In addition to the kiosk locations, Farmer’s Fridge also offered catering across the Chicagoland area to local businesses. Before the official launch, the team targeted mid-size companies in the Chicago Loop that were not only located near the kiosk but also corporations that could potentially become catering customers. Not only did this help test the product but also grew organic, local buzz around the concept, especially on social media. After the catering initiative, the PR team then moved on to media drops at top Chicago media outlets.

Leveraging Competitors, TV Segments and Trend Stories

For the official launch of Famer’s Fridge, Paramount Public Relations distributed the launch press release over PR Newswire and to comprehensive, targeted media lists that included both local and national media. Some additional tactics included:

  • Identifying other vending “outliers” across the globe to align with Farmer’s Fridge, including caviar, champagne and makeup vending machines to include in a national trend story. Coverage included Good Morning America, San Francisco Chronicle and more.
  • Pitching a healthy eating television segment tied to the New Year, which resulted in a WGN-TV
  • Leveraging the popularity of the Mason jar salad trends seen on Pinterest and other websites to position Farmer’s Fridge as trend-forward.
  • Monitoring timely news for any relevant angles and competitor coverage.

PR EVALUATION

Local & National Media Attention

Paramount Public Relations secured media placements in the following media outlets: NBC Nightly News, CNN, SHAPE, Fox Business News, Chicago Grid, The Huffington Post, Good Morning America, Progressive Grocer, Huffington Post, BusinessWeek, Food Network, The Daily Meal, WMAQ-TV, Yahoo! Small Business, Vending Times, Entrepreneur, MSNBC, WCIU-TV, CNET, The Daily Mail, Crain’s Chicago Business, Examiner, WGN-TV, Daily Candy, PureWOW, Well and Good and many more.

Closing

The public relations efforts for the launch of Farmer’s Fridge garnered more than 2 billion impressions with a very limited budget.

ABOUT PARAMOUNT PUBLIC RELATIONS

Founded in 2003, Paramount Public Relations is a full-service public relations and marketing agency in Chicago that offers big-agency expertise with a boutique, entrepreneurial mindset. With every campaign, the firm makes it their goal to solve communications challenges, build brand identity and create visibility in the competitive media marketplace. The agency’s programs aggressively and creatively push client’s position to key audiences—consumers, employees, industry peers, analysts and, of course, national and local media—and they demonstrate a profound understanding of how to work with these audiences and gatekeepers. Above all, Paramount Public Relations works hard and measure their performance by the results. For more information, please visit www.paramountpr.com, call 312-544-4190 or email info@paramountpr.com.

Humana Adds Healthier Options To Taste of Chicago

Humana2

What would a summer in Chicago be without outdoor music festivals, sporting events and the annual Taste of Chicago? The Taste of Chicago is the nation’s premier outdoor food festival showcasing the diversity of Chicago’s dining community. Every summer since 1980, Grant Park along the city’s magnificent lakefront has been home to the world’s largest food festival.

With shifting dietary preferences and the rise in healthy eating, Humana Inc., a health and well-being company, launched Humana Healthier Choices to help festival goers find the healthiest options. This is the first year the program will take place to showcase a group of the healthiest options available at the festival.

All of the restaurants participating in the 2015 Taste of Chicago were invited to submit their menu items for consideration for the Humana Healthier Choices program. For an item to be considered, restaurants submitted nutritional details including calorie count, sodium content, saturated fat and the list of ingredients.

“By expanding Humana Healthier Choices to include vegetarian options and promoting gluten-free alternatives, we’re looking to help a greater population of Taste-goers pursue a healthy eating experience that inspires lifelong well-being,” said Charles Dow, Humana’s Regional President of Senior Products in the Great Lakes. “I encourage everyone to try these delicious, healthy foods and immerse themselves in Humana’s rewards program for a fun, active experience at the Taste of Chicago.”

Here are some of our favorite dishes that are less than 500 calories, 500 mg sodium and 4 g saturated fat. Make sure to check them out at the Taste, going on until July 12th!

  1. Watermelon Hibiscus Gazpacho – Farmer’s Fridge
    Farmer’s Fridge is a healthy kiosk concept that delivers delicious salads and snacks to customers through automated kiosks around the Chicagoland area. Known for their fresh hand-crafted salads, Farmer’s Fridge will debut a limited edition menu created exclusively for this year’s festival. The Watermelon Gazpacho is a bright, refreshing and subtly sweet dish that is finished off with a dollop of raw cashew cream for a savory contrast.
  2. Malnati Salad – Lou Malnati’s
    The oldest family name in Chicago pizza, Lou Malnati’s has a commitment to quality and using the finest and freshest ingredients. They are serving the Malnati Salad that includes romaine lettuce, tomatoes, black olives, mushrooms, Volpi salami bits and gorgonzola cheese and Sweet Vinaigrette and romano cheese.
  3. Doner Kebab – DönerMen
    DönerMen is German Imbiss (street food) that showcases grilled meats and flavor combinations from around the world. DonerMen’s Doner Kebab is a traditional Turkish dish innovated into a fresh, healthy wrap. It’s filled with vertical spit-roasted chicken, cucumber yogurt tzatziki, spicy North African harrissa red pepper sauce, fresh greens, tomato/cucumber shirazi, wild Turkish pickle, thin sliced onion and rolled in hand made Yufka flat bread.

For more information about the Taste of Chicago please visit: http://www.cityofchicago.org/city/en/depts/dca/supp_info/taste_of_chicago.html

Farmer’s Fridge on Fox Business National News!

This week, Founder of Farmer’s Fridge Luke Saunders appeared on Fox Business National News’ “Money With Melissa Francis” discussing the business behind Farmer’s Fridge.

Luke discussed how unlike other vending machines on the market that sell candy and soda, Farmer’s Fridge’s goal is to have a “more distributed healthy food network.”

Farmer’s Fridge will be installing a vending kiosk every day until the end of February, with the goal to eventually become a national brand.

Watch the full video here: https://www.youtube.com/watch?v=cajqKLNcaNI

Enter to Win a $100 AmEx Gift Card from Farmer’s Fridge, a New Healthy Vending Machine Concept Taking Chicago by Storm

AMEX-FarmersFridge

Farmer’s Fridge, a new healthy vending machine concept, invites all healthy eaters of Chicago to participate in their contest for a chance to win a $100 AmEx gift card! To participate, contestants are asked to submit a photo of themselves in front of either of the two Farmer’s Fridge kiosks (SEE PHOTO BELOW) located at Garvey Food Court (201 N. Clark St. Chicago, IL) or Lake Forest Tollway Oasis (13783 W Tollway Oasis Srv Rd. Lake Forest, IL) with the hashtag #FarmersFridge on Facebook, Twitter, or Instagram. The image for each location with the most likes by January 31st will win!

The Launch of Farmer’s Fridge

This week Paramount Public Relations, Inc. helped with the launch of Farmer’s Fridge, a new kind of vending kiosk to hit the Chicago market and my, how the Windy City adores fresh salads at the push of a button!

The idea is simple yet innovative—the vending machine concept, yet instead of being filled with processed junk food, Farmer’s Fresh fills their cutting edge kiosks with fresh, restaurant quality salads that are stocked every day by 10 a.m. The outcome? More salads please!

Read more about Farmer’s Fridge:

Daily Candy: http://www.dailycandy.com/chicago/article/160179/Farmers-Fridge-Vending-Machine?et_cid=68096&et_rid=255773

Chicago Grid: http://www.chicagogrid.com/news/farmers-fridge-salad-vending-machine/

Crain’s Chicago Business: http://www.chicagobusiness.com/article/20131105/BLOGS09/131109943/lunch-in-a-jar-now-vending-in-the-loop#

Progressive Grocer: http://www.progressivegrocer.com/top-stories/headlines/competitive-watch/id40355/from-farm-to-vending-machine/

FROM JUNK FOOD to HEALTH FOOD: LOCAL ENTREPRENEUR REINVENTS THE VENDING INDUSTRY IN CHICAGO

Farmer’s Fridge Offers a Healthy Food Option for People On-the-Go with Automated Kiosks Stocked Fresh Daily by 10 a.m.

(Chicago, IL) –Farmer’s Fridge is breaking the mold on fast food by offering healthy and delicious meals that are made daily and sold in innovative refrigerated kiosks.  The company’s first kiosk opened today at Garvey Food Court, 201 N. Clark St., Chicago.  Additional locations are scheduled to roll out in the Chicagoland area this Fall.

Recognizing that a growing number of people want nutritious, healthy and delicious food on-the-go, entrepreneur Luke Saunders launched Farmer’s Fridge in Chicago in October 2013.  Farmer’s Fridge gives people who are looking for healthy foods a new option: gourmet salads and snacks with the push of a button – via a Farmer’s Fridge automated kiosk.

Everything is made fresh each morning and delivered by 10 a.m. to an automated kiosk.  Farmer’s Fridge offers foods that provide a variety of vitamins, minerals and antioxidants.  Packaged in recyclable plastic jars, customers can choose from several delicious salad options, as well as breakfast and snack items, each designed to offer various benefits of a healthy diet.  The company follows Environmental Working Group guidelines for using organic ingredients, and buys from local farms when possible, to create nutritious meals that are delicious and satisfying.

Wrapped in beautiful reclaimed barn wood, Farmer’s Fridge kiosks aren’t just any old vending machine.  Farmer’s Fridge automated kiosks combine best-in-class vending technology with a touch-screen design to create an innovative way to grab a healthy meal in mere seconds.  Each machine contains an on-site recycling bin for empty plastic salad containers.  The company also provides catering to businesses in the Chicago Loop area.  Salads start at $7.99 with a weekly special “Jar Du Jour” for $6.99. All salads can be paired with proteins for $2 and salmon for $4. Snacks are $3.

Farmer’s Fridge selections are composed of high-quality, nutrient-dense ingredients selected to provide the whole grains, fruits, vegetables, quality proteins and healthy fats needed for lasting fullness.  Each selection is delicious and ensures maximum nutrient-density so that you are energized and feel great.  And unlike some fast foods that are designed to keep you hungry so you will eat more, Farmer’s Fridge selections are filling as well as delicious.

“Finding fresh, healthy food shouldn’t be hard.  Sure, you can find healthy offerings at a sit-down restaurant or a grocery store, but people don’t always have that kind of time.  I want to make it fast and easy for someone to choose a delicious, nutritious smart meal when they are on-the-go,” said Farmer’s Fridge Founder Luke Saunders. “What we’re doing is taking the vending machine concept and revolutionizing it.  You can now find a truly healthy, satisfying meal at Farmer’s Fridge.”

The time is right for this concept: according to a recent Gallup poll, most people understand that they should be making healthier choices.  Seventy-six percent of the 2,027 adults surveyed in July of this year said fast food is “not too good” or “not good at all for you.”

Farmer’s Fridge has also partnered with SPE Certified (www.SPEcertified.com) to expand its healthy meal options with scientifically-grounded, third-party validation of their merits. SPE stands for Sanitas Per Escam, or Health Through Food in Latin. It’s a unique certification company that is defining a new way to eat by enhancing the nutritional quality of meals, without compromising taste. SPE Certified’s holistic approach focuses not just on health but on the Sourcing, Preparing and Enhancing of food. Its team of experts includes chefs, nutritionists and registered dieticians who collectively take an innovative and scientific approach to certifying dishes – essentially, giving them their seal of approval – based on a specific set of criteria. So when customers see the distinctive SPE logo (dubbed a “squiggly, red insignia” by The New York Times), they will know those meal options have been properly sourced, are nutritionally balanced and delicious. According to Natalia Hancock, R.D., Senior Culinary Nutritionist at SPE Certified, “This is neither about diet food nor counting calories. It’s about enhancing the natural quality of foods and ensuring they taste great.”

Highlights of the menu include:

Salads

  • Antioxidant Salad – Mixed greens, almonds, mixed berries, carrots, flaxseed, goat cheese and sprouts. Served with white balsamic vinaigrette.
  • High Protein Salad – Spinach, corn, peas, pumpkin seeds, figs, broccoli, chickpeas, shredded Parmesan, quinoa. Served with lemon tahini dressing.
  • Detox Salad –Kale, fennel, pineapple, sprouts, blueberry, quinoa, white beans. Served with lemon-cider dressing.
  • Cheater Salad – Romaine, hard boiled egg, white cheddar, sunflower seeds, roasted corn, carrot, cucumber, tomato and turkey bacon. Served with honey mustard dressing.
  • Sushi Salad –Mixed greens, Napa cabbage, avocado, mango, brown rice, seaweed, carrots, cucumber and edamame. Served with Japanese ginger dressing.
  • Mediterranean Salad – Mixed greens, artichokes, white cannellini beans, cucumber, tomato, black olives, grated Parmesan, pine nuts and oregano. Served with red wine vinaigrette.
  • Salad Verde – Mixed greens, kiwi, apple slices, pistachios, celery, goat cheese. Served with white balsamic dressing.
  • Pineapple Sun Salad – Mixed greens, brown rice, sunflower seeds, carrots, cucumbers, golden raisins and goat cheese. Served with pineapple dressing.
  • North Napa Salad –Napa cabbage, mixed greens, red grapes, avocado, unsalted pistachio nuts and dried tart cherries. Served with balsamic vinaigrette.

Proteins

  • Lemon Pepper Chicken – Chicken breast baked in lemon juice and olive oil with salt and pepper seasoning.
  • Tuna Salad – Lemon-dill tuna salad with minced celery.
  • Baked Tofu – Lemon balsamic marinade.
  • Poached Salmon – Lemon, cucumber and dill.

Snacks & Sides

  • Greek Yogurt Parfait – Greek yogurt, strawberries, blueberries and local honey.
  • Sliced Vegetables and Hummus – Carrots, celery, and cucumbers with hummus.
  • Sliced Apple – Mixed apple slices, honey and almond butter.
  • Farmer’s Salad – Cottage cheese, radish, cucumber, sweet pepper, snap peas, tomatoes, chopped dill.
  • Cauliflower Fried Rice- Cauliflower, local peas, carrot, garlic and egg whites.

ABOUT FARMER’S FRIDGE

Farmer’s Fridge, a new healthy vending machine concept, delivers delicious gourmet salads and snacks to customers via automated kiosks around the Chicagoland area.  The idea to provide nutritious meals came from Founder Luke Saunders’ realization that health-conscious people were struggling to find nutritious meals and snacks that were easily accessible.  Building on that belief, Saunders drew on his background in manufacturing to create an automated kiosk that could dispense healthy food options.  Farmer’s Fridge offers people healthy, nutritious foods that are delicious and satisfying in a state-of-the art, innovative automated kiosk.  The salads and snacks are made from fresh ingredients available from local produce vendors.  Farmer’s Fridge salads and snacks are handcrafted each morning in a local Chicago kitchen and are stocked daily by 10 a.m.  The company also provides catering to businesses in downtown Chicago. For more information, please visit www.farmersfridge.com.

 

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