San Francisco-based candy company, Gimbal’s Fine Candies, came to Uproar, the lifestyle PR agency, in 2013 to launch its newest product, Cinnamon Lovers, and increase awareness for its existing product line.

Since signing on with Uproar, Gimbal’s has seen more than 500 million impressions. Through strong media relationships, the team is able to garner extensive coverage for Gimbal’s, even during the company’s “off-season” after Easter.

The team uses Gimbal’s unique differentiators to assist in outreach and targets the following – allergy-free candy review opportunities, national holidays/food holidays/gift guides, sweepstakes via social media and national giveaways.

Gimbal’s busy season runs from Valentine’s Day to Easter. Media placements for these holidays include InStyle, People, Epicurious, Newsday, VeryWell, Good Housekeeping, Seventeen Magazine, Buzzfeed,, Modern Mom, POPSUGAR, The Daily Meal, She Knows, Relish, Food Solutions Magazine,, The Martha Blog, Livingly, First We Feast, Mamas Latinas, Living Without Magazine, Candy & Snack Today, The Manufacturing Confectioner, Food Solutions Magazine, and Romantic Homes Magazine.

Uproar continuously leverages food holidays, such as National Candy Month, National Cherry Month, and National Jelly Bean Day, as well as other mainstream holidays, like Mother’s Day, Fourth of July and Halloween, outside of Gimbal’s busy season for additional product review and candy feature opportunities. Key placements include Allure, Hello Giggles, Yahoo! Trendhunter, Bustle, Mental Floss, M Magazine,, Sugar Loco, Hungry Hungry Hippie, Flicks and Food, Food & Wine, PureWow, Livingly, Workday Minnesota and Another Online Mom.

Along with food holidays, Uproar also uses pop-culture events, like Discovery Channel’s Shark Week, to feature Gimbal’s Gourmet Jelly Beans in crafts or recipes. Some placements include A Sparkle of Genius, Hifow, MAXEAT and MomStart. Additionally, Uproar creates crafts to show the multiple functions of Gimbal’s Fine Candies for both national holidays and food holidays. The following are examples of this placement – Another Online Mom, Nutrimom, Moscato Mom, and Motherhood Moment.

In addition to general product outreach, Uproar also focuses on Gimbal’s allergen-free properties to connect with several media across consumer and trade publications that focus on allergy awareness and safety. Coverage includes Dr. Oz The Good Life, Gluten Free Gigi, Gluten-Free Living,, Simply Southern Mom, Go Dairy Free, CeliAct, Nutrimom, Allergic Living and Red Tricycle. Outreach for these holidays has also garnered high-level coverage in several print publications including Gluten Free Living and Gluten Free & More.

Due to relationships created with bloggers, Uproar stayed in contact with Tracy Bush who became a contributor for The Food Channel. Because of this, Gimbal’s was mentioned in multiple articles regarding recipes like Cookie Frosting Eyeballs and Scary Eye Cookies.

Through the promotion of several sweepstakes through Facebook, Uproar leveraged its relationships with influential editors at sweepstakes and giveaway focused outlets to help Gimbal’s annual Back to School, Valentine’s Day, Easter and Halloween promotions earn almost 18,000 combined entries and grow the brand’s page to more than 24,945 fans. Placements have included Thrifty Mama Ramblings, Go Adventure Mom, Little Running Teacher, SoCal City Kids, Coupon Clipinista, All Giveaways, Bearable Deals, The Guy Corner NYC,  Give Oh Giveaway, Making Ends Meet, Thrifty Maven, Motherhood Moment, One Momma Saving Money, What Mommies Need, Another Online Mom, Gluten-Free Gigi, Sweeties Sweepstakes, Family Savings, Java John Z, Couponing 4 You, Broadway World and Tracy Bush Nutrimom.

Similar Case Studies