Nutracea

{ CLIENT}
Nutracea

{ CAMPAIGN GOALS }
TO GAIN EXPOSURE FOR NUTRACEA’S MULTIPLE BUSINESS MODELS
A public company, NutraCea’s business model allowed for some very creative PR positioning.

{ STRATEGY }
MAKING RICE BRAN “SEXY”
We created a celebrity studded charity event to change the perception of rice bran and elevate the profile of Nutracea.

{ IMPLEMENTATION }
What began as a B2B campaign quickly moved into a B2C campaign as the company’s objectives changed. Initially, a video news release featuring the company’s humanitarian efforts with feeding programs in Malawi was released at the end of 2006.

CNN is “In the Know” with coverage of NutraCea®’s Indonesia and Beyond event.
3 million consumer impressions achieved.

NutraCea® in Indonesia and Beyond Press Event

Then an article secured in Fortune Small Business Magazine was published

“Making Rice Bran Sexy” was a headline on CNNMoney.com that followed a highly visible event we organized with celebrities, charities and dignitaries at The Cooper Hewitt Design Museum in June 2007.

This was then picked up by the Huffington Post and coverage snowballed with multiple business and entertainment websites, blog sites and celebrity sites picking up the event photos and headlines.
Other placements:

{ RESULTS }
A six month trade and consumer PR campaign which resulted in 64.6 million consumer impressions helped keep Nutracea in front of investors, the business community, trade customers and consumers at a time when they were looking to raise investment dollars, which they were successful in doing.