With increasing concerns about health and climate, demand for plant-based products has witnessed a remarkable surge. Data reported by Mintel found that the number of new packaged consumer goods launched with a plant-based claim increased by 302 percent between 2018 and 2022. They also predicted that the market could grow to $160 billion by 2030. That means this is the perfect time to invest in a plant-based public relations (PR) strategy. By combining effective storytelling with media outreach and thought leadership activities, you can launch your brand into the mainstream spotlight.
Craft a Compelling Narrative
Content forms a powerful foundation for the rest of your PR efforts. Odds are your brand has a unique story behind it. By crafting compelling and authentic messaging, you can better communicate to your target audience who you are, what your company’s mission is, and your ongoing commitment to sustainability. This in turn helps to foster an emotional connection with consumers, making them more likely to embrace your brand.
Leverage Social Media Platforms
The next step is to take that content and use it to amplify your online presence. This can be done through a company blog, newsletters, and social media. With an estimated 4.9 billion social media users worldwide in 2023, neglecting your brand’s social media channels means a lot of lost opportunities. One study found 76% of social media users have purchased something they saw on social media, making apps like Facebook, Instagram, and TikTok the perfect place to show the world what makes your company unique. Share visually appealing content, customer success stories, and educational content about the benefits of plant-based living. The options are nearly endless!
Educate Through Thought Leadership
Engaging in thought leadership activities not only positions your company as a trusted authority but also contributes to the broader conversation surrounding sustainability and the need for more plant-based solutions. This could mean publishing guest columns or bylined articles in relevant industry and consumer-facing publications, whitepapers, case studies, and more. Other methods include participation in panel discussions, completing awards submissions, and attending industry events. At Orange Orchard, we can work with you to identify opportunities you may have missed out on before, and our media relations specialists can then leverage your thought leadership activities for additional earned media momentum.
Successfully reaching a mainstream audience requires a multifaceted approach centered around strong storytelling, strategic online engagement, thought leadership, and more. By incorporating these strategies into your plant-based public relations efforts, you can cultivate a positive brand image and drive the growth of your business for the long-term.
If you’d like to learn more about what partnering with an agency like Orange Orchard can do for you, please call us today at 865-977-1973 or contact us online.