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Generating buzz, organically

Background

Earth Fare grand opening initiatives

No one knows grand opening events better than BCH. Our PR team has a wealth of experience introducing dozens of businesses to new markets, from fast-food chains like McDonald’s to fashion retailers including The Limited, Kiehl’s and American Girl.

Earth Fare is one of the largest and fastest-growing organic grocery stores in the United States. The North Carolina-based chain has a vision to be the most trusted organic and natural food market in the country: a place where healthy decisions are easy, people have confidence in the food they buy, and everyone feels welcome. Since 2014, BCH has worked with Earth Fare to open more than 20 stores across 10 states.

Industry

Retail

Services

Public Relations
Media Planning & Buying

Challenge

Finding opportunities to grow

Each Earth Fare grand opening comes with its own set of challenges and opportunities. We determine how to tackle them based on extensive market research that includes analyzing the competitive grocery landscape, gaining an understanding of news media outlets, and identifying online influencers who can help us get the word out.

To create ground-level awareness and gain insights about our communities, we work with Earth Fare to establish a Community Advisory Board a few months before opening day. This board is made up of community members who share an interest in healthy lifestyles, and learning about their concerns and sensibilities helps shape our messaging strategy and promotional tactics leading up to the big day.

Solutions

Planting Seeds of Excitement

Earth Fare grand opening planning begins well in advance of the event. We start by deploying a series of press releases and media kit mailings over the course of about six months. Our goal with these outreach initiatives is threefold:

  • Introduce Earth Fare as a new option for accessible-yet-healthy foods.
  • Communicate Earth Fare’s unique food philosophy, including its commitment to not carrying products that contain high fructose corn syrup, trans fats, artificial colors and sweeteners, or synthetic growth hormones.
  • Position Earth Fare as a community partner and economic contributor with strong ties to local vendors and organizations.

We extend the strategy beyond traditional news media to include bloggers and key influencers in each market, hosting behind-the-scenes walkthroughs for them. These events include food sampling and staged photo opportunities, which result in a number of shared social media posts.

During the week leading up to the grand opening, we embed ourselves with Earth Fare’s marketing team, entertaining key influencers and media members, hosting VIP events and assisting in day-of logistics – but our efforts don’t end there.

Following each event, we maintain media and influencer relationships to support Earth Fare’s core marketing initiatives and ensure the brand remains top-of-mind over the coming weeks and months.

Adding to the line-up

Bourbon by the Quarter-Dozen

Read the case study.