Nibble Protein

The Brief

Following a competitive pitch process, Entice was selected to carry out a 6-month project to secure coverage for the new Nibble Protein range of lower sugar, all-natural Brownie Bites, in key target consumer titles.

As part of our remit, Entice was tasked with supporting Nibble Protein’s inclusion in Sainsbury’s Taste of the Future bay, promoting the launch of the Brownie Bite range, driving footfall to stores and generating sales. Following a successful campaign, Entice embarked on a second six-month project to launch the Nibble Gingerbread Protein Bites and raise awareness of the full Nibble Protein range in target press.

The Plan

To kickstart the PR campaign and support the launch of the range in the Sainsbury’s Taste of the Future bays, Entice organised a creative mailer, gifting target press with the Nibble Brownie Bite range and a branded travel coffee mug. This approach was successful in achieving cut through with journalists, resulting in coverage in key consumer titles including Attitude, Fabulous, The Sun on Sunday, Grazia, Hello Fashion Monthly, Woman and Fit & Well.

Following this initial activity, Entice carried out a proactive consumer press office function, centred heavily on expert comment and features from the founder and Nibble Protein’s Nutritionist, as well as product placement and tried and tested features.

In the second stage of the campaign, Entice sent out a ‘Healthy Snacking’ mailer which tied into Nibble Protein’s predicted ‘Ditch the Dates’ trend. This positioned the brand as the first dried-plum based snack range on the market, comparing them to other sugar-laden dates-based snacks as a far healthier and nutritious alternative.

As a result of our proactive press office activity, we saw a considerable growth in awareness and interest in Nibble Protein, with many target publications including the range in relevant features, as well as using expert comment from Nibble Protein’s Nutritionist.

The Results

To date, coverage for Nibble Protein has appeared in key print and online consumer publications, including Daily Mail Online, Get the Gloss, Hello Fashion Monthly, Good Housekeeping Online and Healthista.