Overview
The brief from Gaea
GAEA, a leading Greek culinary brand, underwent a rebranding away from celebrity-backed products, relaunching under the company name GAEA. 5W spearheaded the strategic repositioning to increase consumer brand awareness and reestablish GAEA as a credible industry leader, while educating consumers on authentic Greek olive oil.
Strategy
How 5W ran the program
5W executed a three-pronged strategy: new brand messaging aligned with the rebrand; a strong media relations program for swift, impactful coverage; and an educational campaign positioning the GAEA CEO as an industry educator.
Results
What the program delivered for Gaea
GAEA North America's revenue increased from $1.4M to $3M (projected to exceed $6M), with distribution at Whole Foods, Publix, Sprouts, Harris Teeter, ACME and more. 5W garnered over 2.2 billion impressions in under a year, including an exclusive in The New York Times. Partner with 5WPR, your food and beverage marketing agency.
For other packaged food programs, see the Colman's Mustard, Loacker and Field Roast case studies.
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