THE HAPPY PEAR
The Customer
The Happy Pear is a twenty-year-old brand established by Dave and Steve Flynn, the Irish twins, who have made it their mission to encourage people to eat more veg. The Happy Pear has published six cookbooks promoting the benefits of a wholefood, plant-based diet, they also offer 15 online courses with over 100k participants, run a recipe club with over 700 recipes on the website and have a social media following of nearly 2m. The Happy Pear also produces a range of award-winning healthy food products for the Irish market, including pesto, hummus, granola, snacks and drinks.
The Challenge
To launch and promote The Happy Pear’s product range in the UK which included support with sourcing suitable listings and distributors. In addition The Happy Pear tasked The Food Marketing Experts with promoting their latest cookbook, The Happy Pear 20, which celebrates 20 years in the industry via PR, book tour and events.
What We Did
- We entered The Happy Pear products for various trade and consumer food awards
- Secured cooking demo slots at the Ideal Home Christmas event and Plant Based World Expo, in addition to negotiating free stand space at both events from which to sell products / books
- Helped negotiate space at Speciality & Fine Food Fair
- Arranged book tour which spanned various locations across the UK, including supporting The Happy Pear brand collaboration partnerships
- Shared new routes to market and sales channels
- Created compelling news content to encourage a positive response from trade and consumer media (print and digital publications, broadcast and podcasts)
The Results
Secured over £355,000 of PR coverage for the products and the book
12 book events at various locations/bookstores in the UK
Our Services At A Glance
- PR to support UK product and new book launch