Earlier this year, Uproar PR was approached by Consumer Convenience Technologies (CCT) – a company specializing in innovative product packaging – to lead their B2B PR strategy and help launch the first major advancement to the jar industry in over 75 years, the EEASY Lid. The patented EEASY Lid makes opening a vacuum-sealed jar up to 40% easier by allowing consumers to vent a jar by simply pressing a button on the lid, which opens a tiny slit that breaks the seal. After use, the lid is reclosed by pressing the button from the inside of the lid to help keep the product fresh and prevent spills.
While Uproar immediately recognized the importance of this small but mighty innovation, the team was tasked with coming up with a unique, multi-layered approach to effectively launch the EEASY Lid to the world. The goal was to show top publications, along with everyday consumers, just how much they were missing out before this lid was invented. This resulted in 14 pieces of coverage from publications like Food Dive and Dayton Business Journal.
Following Uproar’s successful launch of the EEASY Lid, the team continued to secure coverage and interest around the product, ultimately resulting in an article in Food & Wine – highlighting that, yes, “Someone finally invented a jar lid that won’t get stuck!”
Take a look into Uproar’s dynamic media relations strategy used to secure CCT top-tier national and trade coverage:
Uproar knew that in order to successfully launch the EEASY Lid, the team would have to identify and tailor an outreach approach specific to CCT’s target markets and key trades – the grocery industry, the packaging industry and of course, consumers. Uproar developed press releases for each key market and began pitching under embargo two weeks prior to the announcement date – this allowed the team to secure interest, align press interviews with CCT executives and answer any questions ahead of the launch. Additionally, pitching under embargo gave the team time to coordinate and send press actual samples of a vacuum-sealed pasta sauce jar with the EEASY Lid, showing them firsthand how effective the EEASY Lid is when it comes to opening traditionally stubborn jars.
Following launch week, the CCT team attended the Private Label Manufacturers Association show (PLMA) to debut the EEASY Lid. Uproar conducted outreach to the event’s attending press and coordinated meetings with CCT executives while at the show to learn more about the company, EEASY Lid and demo the innovation for themselves.
CCT was “over the moon” and impressed with Uproar’s PR efforts. The teams are currently ramping up for the company’s next big adventure: its first grocery store reveal in Boyer’s Food Market in January of 2020. Boyer’s will use the EEASY Lid on its Darci’s brand pasta sauce in all 18 of its stores. CCT is talking with national brands, grocery chains and packaging companies as it rolls the product out to national and international markets.
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