Total Communications System Inc. : a full-service independent public relations consulting firm

Awareness-building for a foreign food ingredient maker

Challenge:

With increased concerns over safety of food ingredients among Japanese consumers, it is highly challenging to gain positive understanding of the new ingredient launch initiative. Strategic media relations is vital to deliver correct message/information to the right target media and audiences.

Solution:

TOCS developed and implemented B2B2C strategic PR/marketing communications programs including the launch of an educational website, development of trade fair participation and speaker platform opportunities. Due to TOCS ongoing B2B media connections, a number of bylined and special feature article placement have been realized in high-profile trade media.

Results:

The client established itself as a leading company in relevant food ingredients market. Because of improved awareness of the benefits, sales of end-user products has grown as well, reflecting higher interest/recognition among potential industry partners as well as consumers.