Live Oak Management
Guide to Pitching Your Healthy Eating Client
By Melissa Beck, Account Executive
Whether it’s in a restaurant, a Buzzfeed Tasty video on our phones, or an online advertisement for healthy eating, we humans are constantly surrounded by food. Most people are pretty particular about what food they’re eating and where they’re buying it from. So how do you catch people’s attention and persuade them to buy your product?
At Media Maison, a small public relations start-up in New York City, one of its top clients is TRUWOMEN protein bars. I had the privilege of interning with Media Maison over the summer under the direction of formal Elon student, Ross Garner. I was in charge of pitching TRUWOMEN to various news outlets and publications such as Vogue, Well + Good, Popsugar, and Women’s Health. TRUWOMEN’s appeal is its vegan, gluten-free, soy-free, dairy-free, and kosher products – all less than 200 calories. Their protein bars contain 12 grams of protein and are highly recommended by celebrities like Haley Berry and Megan Fox.
The product itself is unique, in my opinion, but it took me a while to figure out how to pitch TRUWOMEN to a journalist who has hundreds of other food products in their inbox. After thorough research of TRUWOMEN’s vision, ingredients, competitors, and target audience I was able to understand the goals the owners had which helped me figure out how to grab a journalist’s attention. These are the two main takeaways to remember when pitching food products to journalists:
Be as clear and concise as possible: This one is pretty self-explanatory, but is the most important. We all want to write an elaborate pitch that highlights all of our clients’ great qualities. TRUWOMEN has a lot of information on its product, so sometimes journalists might not even make it past the third sentence if done incorrectly. There’s a quote by Tucker Carlson that I love. It reads: “Nobody has time to read. People barely can read. So, you need to give them an overwhelming reason to read your piece.”
Lead with the ingredients and mission: In the food industry, the product’s mission and ingredients are the most important part of their brand because it’s what makes them different. Make sure to highlight that from the beginning so that the journalists know right away if their viewers will enjoy your client’s products.