Case Study - WhatIF Foods
Publicity For Good
Public Relations agency passionate about purpose driven businesses and making a positive change in the world.
WhatIF Foods
WhatIF Foods approached Publicity For Good with the desire to create buzz around its entrance into the US market and to establish WhatIF Foods as a credible, innovative and mindful brand by circulating positive news and telling the story of The WhatIF Way. All these are hoped to increase their overall sales and create enough to generate substantial traffic to their stores. The brand specifically aims to give Gen-Z the hope that they are heard and that WhatIF Foods is a brand that walks their talk.
We approached this by focusing our attention to local, regional and national press that focuses on business, sustainability, national food, nutrition, pop culture, regenerative agriculture media, vegan media, innovation and Gen-Z-oriented media. In addition, we also included WhatIF Foods to our holiday gift guides as one of our top picks for mindful foodies.
Naturally, Publicity For Good took a relentless approach to book opportunities with these media outlets and schedule opportunities on key awareness periods. Moreover, we heavily featured the brand’s strong advocacy and movement for regenerative business and agriculture. News releases and alerts were crafted to feature the brand’s many activities and events centered around its products and their mission. In total, we were able to release 9 news releases and media alerts which includes the following:
In the span of just 6 months, we were able to collect a total of 247 media opportunities, 44 of which are already live including VegNews, Cosmopolitan, Forbes, BevNet, Beverage Industry, Well+Good, VegWorld, Prepared Foods, Clean Plates and Good Morning America among so many others. We were able to accumulate a total reach of over 92 million media impressions, effectively cementing WhatIF’s place as a relevant figure in sustainable business and alternative foods. In total, an estimated publicity value of $1.4M was collected for WhatIF Foods. Were also able to send out a total of 79 product samples to several media outlets and key media members. Moreover, content for WhatIF Foods was syndicated through PFG’s email list consisting of 20,000 subscribers and all its social media platforms with a following of over 100,000 followers.
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Media Highlights
“Singapore-based start-up WhatIF Foods makes BamNut Noodles with Sweet Hot Seasoning that are packed with protein, air-fried and low in fat compared to leading instant noodle products. These noodles make the most of the regenerative crop Bambara groundnut, along with wheat flour and pea protein as key ingredients. Increasingly, brands are turning to regenerative crops to create climate-friendly products with ingredients that help to reimagine farming in line with natural systems.” – Trend Hunter
“WhatIF Foods is trying to change the world, one unique food product at a time, with the regenerative crop BamNut at the center of everything. Their BamNut instant noodles are made with air-frying technology, making them healthier than traditional ramen, even before you take into account their unique ingredients, including pumpkin, charcoal and moringa. These noodles are strained (rather than left as a soup), and the included flavor packets pair perfectly with the natural taste of each type of noodles to make for a truly tasty meal with amazing texture. Somehow, this very same crop also makes up their delicious BamNut milk, available in Airy, Everyday and Barista varieties perfect for everything from your morning cereal to mixing up your favorite latte.” – Sweety High
“Through [regenerative farming practices], WhatIF will remove all its lifetime carbon emissions from the atmosphere,” WhatIF Foods Founder and CEO Chris Langwallner told VegNews. “And, step by precious step, it will bring life back to those degraded lands and to the communities who farm them.”