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Challenge

How could Verlasso spread the word about its new ranking to overcome long-held, negative stereotypes about farmed salmon and convince target audiences – media and seafood buyers – that its salmon is a thoughtful, healthy, sustainable and delicious choice? 

Solution

Linhart PR (LPR) created a ripple effect of positive results from the ranking, securing 40 news stories and 12 million+ impressions; building engagement with influencers; landing speaking engagements; growing online traffic and engagement; and helping Verlasso reel in several new retail partners.

Results

  • National headlines: LPR worked with USA Today to break the ranking news in a half-page Life section spread. Gannett papers in Delaware, Maryland, New Jersey and Wisconsin also ran the USA Today story. The Washington Post (on its front-page food section) ran a three-story farmed salmon series, highlighting Verlasso, the ranking and where to buy the fish – a series Newsday also published
  • Online visibility: Salon.com (2.1 million unique monthly visitors) featured the ranking news, and Verlasso Director Scott Nichols will appear in DailyMeal.com videos touting Verlasso’s sustainability and the ranking
  • Local markets: LPR landed stories in key Verlasso retail markets, including the Houston Press, KQED Public Radio San Francisco, Sacramento CW and San Diego Examiner
  • Influencers: Following the ranking, LPR booked Verlasso introductory meetings with well-known dieticians, trainers and additional top-tier, national media outlets like Bon Appetit and the Wall Street Journal
  • Speaking engagements: Ranking news helped Verlasso secure speaking slots at the Chefs Collaborative Sustainable Food Summit and the Economist World Ocean Summit
  • Social channels: Facebook and Twitter fans, website visits, newsletter subscribers and open rates also increased exponentially – and remained high – following the ranking

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Denver, CO 80202

303.620.9044

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