As Jalna’s PR firm, Grapevine has strategically promoted the Jalna brand to a range of stakeholders across consumer and retail media, food, parenting, health and wellbeing bloggers. Our initial PR brief was to support national retail listings in both Coles and Woolworth’s for the category leader, as well as to grow the brand’s equity within the yoghourt category.
Following our assessment of Jalna’s existing communications we begun to concentrate on bringing consumers closer to the Jalna brand by developing a core story that focussed on Jalna’s history as a family business, the pot set process and product purity. These messages then worked to underpin Jalna’s PR, marketing and communications, as well the brand’s recent website refresh.
Our PR campaigns also align with Jalna’s above the line advertising remit. With a full social media, radio and television advertising spend, Jalna is keenly aware of the importance of continuing to build the brand in the Australian consumer market place.
Most recently, Grapevine successfully launched Jalna’s Sweet & Creamy and Citrus Splice yoghurts, with our creative PR campaigning securing coverage in The Age Epicure, Sydney Morning Herald, West Australian, The Advertiser, Courier Mail, Australian Healthy Food Guide and Good Health magazine to name a few.