Case Studies Consumer Packaged Goods | af&co San Francisco Los Angeles

CONSUMER PACKAGED GOODS

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af&co. has helped launch countless restaurants, hotels and CPG clients over our agency’s lifetime, and we thrive in telling the stories of our hospitality clients, from a new concept to a legacy business wanting to stay relevant. Whether it’s planning a culinary event, coordinating a wine release, or spreading the word on the newest dining destination, we leverage a solid combination of left-brain and right-brain thinking. For each project, we bring a creative edge to the table while keeping an eye on results. Take a look at some of our work to get to know our approach and impact.

TCHO Chocolate

Berkeley, CA

Berkeley-based chocolate company TCHO enlisted af&co’s help to relaunch the company as 100% plant-based and to reintroduce messaging around the company’s history as a pioneering and award-winning chocolate maker. TCHO’s rebranded chocolate products would slowly replace its entire retail line, then its entire wholesale line–many of which were previously made with dairy.

af&co. worked with the TCHO team to create sample boxes, identify media and influencers, and organize a launch event at the factory. Af&co laid the groundwork for the launch by fostering early exclusives with a bespoke list of writers and by sending a news alert about the company’s B-Corp status, which was achieved before the plant-based line launched. The response was tremendous, garnering dozens of sample requests and over 100 local, national, trade and vegan-specific mentions, as well as subsequent broadcast segments and podcast interviews.

MR. ESPRESSO

Oakland, CA

For over 45 years, Mr. Espresso has been roasting Neapolitan-style coffee out of Oakland and distributing beans nationwide. Since working with Mr. Espresso in 2019, af&co. has told the rich stories of the family-owned and operated company through live broadcast segments, lifestyle publication placements and influencer marketing.

THISTLE

Vacaville, CA

Plant-forward meal delivery service Thistle enlisted af&co’s help to announce Thistle’s brand refresh and to reintroduce messaging around the company’s history as an innovator in the meal subscription space in new key East Coast markets including New York, Boston, D.C., and Philadelphia. Thistle’s rebranded products would replace its entire meal line, giving the brand a new look and feel for the consumer. In addition to the brand relaunch, Thistle expanded delivery into new key markets including Pebble Beach/Carmel, Chicago, and Phoenix.

Af&co worked with the Thistle team to develop press materials and brand messaging about the refresh, identified new media and influencers in key target markets, and organized media invites for a launch party in Brooklyn. Af&co laid the groundwork for the launch by fostering old and new relationships with writers and by sending press releases about the brand refresh and market expansion, and news alerts about the company’s expansion into new key markets (Pebble Beach/Carmel, Chicago, Phoenix). Af&co. targeted select media to receive samples of Thistle meals for editorial consideration and distributed invites to key national media to attend the brand refresh launch party in Brooklyn. The response was tremendous, garnering dozens of sample requests, interest from local, national, trade, and vegan-specific outlets, as well as subsequent interviews for Ashwin and Shiri to share the brand’s story.

Case Studies

Consumer Packaged Goods