Case Study · Consumer CPG · Venture-Funded · Expansion Mandate
A venture-funded CPG brand with an expansion mandate needed more than distribution. It needed the national credibility that turns investor confidence into retail doors. A multi-track PR strategy delivered both.
Proven Results
The Challenge
This CPG brand had already done what most can't: secured venture funding and built real momentum in its regulated category. But expansion at scale requires more than capital and conviction. Retail partners want to see national relevance before they give a brand shelf space. Investors want proof the brand can hold its own against competitors who have been in the market for years and have the war chest to prove it.
The challenge wasn't visibility for its own sake. It was building a body of credible national coverage fast enough to keep pace with the brand's expansion mandate, and compelling enough to put a challenger on equal footing with the established names in the category.
The Approach
Avaans ran three parallel story tracks simultaneously. The lifestyle track activated consumer media relationships to build brand desire and category relevance in the publications the target audience actually reads. The B2B2C retail media track positioned the brand for distribution conversations, speaking directly to the retail buyers and partners who needed to see national traction before committing to shelf space.
The executive track turned the CEO into the face of a category. That program culminated in an industry magazine cover feature: the kind of credential that follows an executive into every investor meeting and retail negotiation that comes after. Every pitch across all three tracks was calibrated to its specific audience, timed to media calendars, and backed by journalist relationships built over years, not assembled for the campaign.
What Avaans Built
What the Client Said
"Exactly what we were looking for in PR representation. Smart, tough, persistent, and well connected. Consistently able to pitch us to the right outlets at the right times. Tara and her team came up with multiple really creative ways for us to stand out from the masses. I would highly recommend Tara and I would happily work with her again in the future."
Ryan H. · Marketing VP
CPG Marketing · Product Innovation · Lifestyle Branding
Share of Voice
9%
Against 5 aspirational, better-funded, nationally established brands in the same category. Built in 12 months.
The Outcome
In 12 months, the brand held 9% share of voice against five aspirational, better-funded national competitors in the same category. That number is the real story: a venture-funded challenger, newer to the national stage, earned its place in the same conversation as brands with years of market presence and larger budgets.
The CEO landed on the cover of an industry publication, giving the executive team the kind of third-party credibility that no pitch deck can manufacture. A Clio-nominated branded video became the centerpiece of both consumer and investor communications. 846 unique media mentions and $7.4 million in earned media value supported the brand's expansion into 10 new U.S. states and one international market.
The investor conversations that followed had the media record to back them up.
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