SITUATION

With consumer data in 2021 projecting that 92% of American families would continue eating at home together as often as they did during the COVID-19 pandemic, New Orleans-based Camellia Brand developed and launched a new lineup of consumer products to make mealtimes more convenient, without sacrificing on flavor. Introducing the Camellia Dinner and Seasoning Mixes.

As the oldest and largest packaged bean brand in the country, Camellia is well-known and beloved for its dried beans, peas and lentils. In fact, Camellia’s red beans, a key ingredient in NOLA’s signature red beans and rice dish, are featured in a national exhibit in the Smithsonian Museum. Gambel Communications continues to be a longstanding partner of Camellia – and all brands under the parent company of L.H. Hayward – and as such, we were able to craft and execute an integrated strategy that aligns with the brand and garners notable attention among its key consumers.

STRATEGIES

As the pandemic continued late into 2021, Gambel Communications sought to create an integrated communications strategy that would get the new product – and more importantly, the finished, prepared dishes using the product – in front of consumers while cooking demonstrations, events and product tastings were not attainable. 

By leveraging our robust rolodex of influencer and media relationships, and implementing traditional PR strategies, Gambel worked directly with ten content creators to craft social media posts that would resonate with each creators’ unique audience and followers. Gambel partnered with a diverse range of content creators for the campaign, intentionally selecting creators that reach varying key audiences for Camellia Brand. Collaborating closely with them ensured that the sponsored content still felt authentic, which enhances engagement and helps build brand trust.

Gambel Communications also conducted widespread media outreach to garner attention for the new product, sharing ample assets, including product imagery, product samples, spokesperson interviews and industry stats, to help media contacts shape a compelling story.   

RESULT

Camellia Brand received great attention after launching the new dinner and seasoning mixes. The influencer content performed incredibly well and saw high rates of engagement. Comments were also overwhelmingly positive showcasing and reinforcing that Camellia Brand is a beloved brand by followers near and far.

Earned media coverage was also positive and the product launch led to Camellia's inclusion in a broader food trend business story, further solidifying Camellia's position as a thought leader in the industry. The results of the campaign included:  

• Ten influencers posting about the product reaching nearly 1MM people

• Combined influencer content totaled over 51 posts and received high rates of engagement

• Camellia Brand and the dinner and seasoning mixes were prominently featured in 11 total media placements reaching nearly 200k people

Gambel Communications also garnered significant attention for other products and brands under the L.H. Hayward & Co parent company in 2021, including:

• 94 total media placements spanning all brands

• Coverage across 40 different media outlets including NOLA Adore, Dr. Phil, Men’s Journal and more!

• A total combined reach of over 35MM people