Jungle Bar: PR Plan

Lightbulb Communications

Jungle Bar: The Insect Powered Protein Bar May 7, 2015

AC321-701 Professor Linda Finnerty Ashley Glazer Cleo von Siebenthal Alyssa Cortes Naomi Hakim

Public Relations Plan

Public Relations Plan: Jungle Bar


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Face it, the consumers of 2015 are

smart cookies. We don’t just put

anything in our bodies because it tastes

good; it has to be good for us, too. But

finding a tasty snack with nutritional

integrity can be tricky. What if we told

you that there’s a gluten-free, high

protein, and nutrition packed snack bar

that actually tastes good? Well look no

further...there’s Jungle Bar. Here’s the

kicker: this tasty snack is infused with

crickets.

Yes, the insect.

Unlike any protein, health, or fitness

Jungle Bar: The Insect Powered Protein Bar

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bar on the market, Jungle Bar strives to

introduce the world to the

entomophagy, the practice of eating

insects. Created by Búi Bjarmar

Aðalsteinsson and Stefan Thoroddsen

of Crowbar Protein, Jungle Bar is

reaching the final stages of its

Kickstarter program, which strives to

raise $15,000 in funding to fully develop

the bar and introduce it to the world.

Here at Lightbulb Communications, we

take on the challenge of creating both a

one-year, pre and post-release public

relations campaign for Jungle Bar.

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Public Relations Plan: Jungle Bar Lightbulb Communications

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Jungle Bar is reaching its final stages of pre-production, and is almost ready to be revealed

to the world. The parent company, Crowbar Protein, has a very young, hip and cutting-edge

identity fit for an adventurous crowd. While the western world isn’t quite open to entomophagy,

the practice of eating insects, 80 percent of the rest of the world is, according to PBS [1]. The

U.N.’s Food and Agriculture Organization estimates that two billion people in the world depend on

as many as 1,900 insect species for food [2]. A study done by Euromonitor International in

partnership with Global Food Forums found that consumers want sustained energy, but at the

same time, scrutiny of added caffeine is growing [3]. This is where protein steps in: it’s relatively

low-calorie, and is a natural source of energy. And that’s exactly what insects bring to diets: low-

calorie energy. In addition to protein, they’re also rich in key nutrients like omega-3 acids, calcium,

and good fats [4]. Better yet, they’re very low cost and environmentally sustainable. In the United

States, the consumer health market makes up $206 billion, of which sports nutrition takes up $9

billion. In that $9 billion category, protein products make up $7 billion. Second to powdered

protein products, protein bars makeup $837 million [5]. As fitness trends are evolving, consumers

are driven more towards supplements. According to Market Watch, 28 million consumers are

powered by nutrition bars [6].

Situation Analysis

[1] Michels, Spencer. “Bugs for Dinner?” PBS Newshour. 7 May 2012. Web. 30 April 2015. http://www.pbs.org/newshour/rundown/bugs-for-dinner/ [2] Casey, Michael. “Bugs in Your Protein Bar: Are Edible Insects the Next Food Craze?” Fortune. 18 July 2014. Web. 30 April 2015. http://fortune.com/2014/07/18/bugs-in-your-protein-bar-are-edible-insects-the-next-food-craze/ [3] Schmidt, Chris. “The Rise of Protein in the Global Health and Wellness and Supplement Arenas.” Euromonitor International. 8 April 2014. Web. 30 April 2015. http://www.globalfoodforums.com/wp-content/uploads/2014/04/Chris-Schmidt-Euromonitor-2014-Protein-Trends-Technologies.pdf [4] “Icelandic Business Plans Energy Bar Made of Insects.” BBC. 2 September 2014. Web. 30 April 2015. http://www.bbc.com/news/blogs-news-from-elsewhere-29033495 [5] Schmidt, Chris. “The Rise of Protein in the Global Health and Wellness and Supplement Arenas.” Euromonitor International. 8 April 2014. Web. 30 April 2015. http://www.globalfoodforums.com/wp-content/uploads/2014/04/Chris-Schmidt-Euromonitor-2014-Protein-Trends-Technologies.pdf [6] “Sports Nutritionals Market in the US: Sports Drinks and Nutrition Bars.” Market Watch. 11 June 2014. Web. 30 April 2015. http://www.marketwatch.com/story/sports-nutritionals-market-in-the-us-sports-drinks-and-nutrition-bars-2014-06-11



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Weaknesses

• Potentially more expensive to produce than conventional bars

• A lot of competition in the market of protein bars

• Kickstarter program has yet to reach its goal

• Less brand awareness than other leading brands as a result of newness of the brand

• Negative perceptions of eating bugs

Strengths • Hip brand identity that attracts its target audience • Potential for a variety of distribution channels • Environmentally friendly and sustainable • Uniqueness factor

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4 Threats

• Other new entries in the product market

• Already established competitive brands

• Eating bugs may not be seen as trendy in terms of future food

Opportunities

• Increased interest in environmental awareness and organic products

• Wide variety of potential customers

• A lot of room for growth

• One in a million in a sense that there are very few competitors that do the same thing

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• Implement a comprehensive PR and media plan that builds upon every element of the

benefits of eating cricket infused protein bars to influence print, broadcast and online/social

media stories, to create a healthy identity and support the successful launch of Crowbar

Protein’s Jungle Bar and beyond.

• Create post and pre-launch enthusiasm and momentum for the bar with ongoing national

and regional stories.

• To raise awareness of the Jungle Bar brand, as well as awareness of the health

benefits that come with eating crickets

• To help Jungle Bar exceed its goal of raising $15,000 on Kickstarter.com by 50%.

• To get people to order Jungle Bars online, and eventually get Jungle Bar enough money

to open a brick and mortar store

• To get relevant media outlets to publish news about Jungle Bar

• Identify and target well-matched lifestyle/fitness brands for ongoing promotions,

giveaways, etc.

• Utilize appropriate social media channels to increase an online presence, incentivize fan

growth and generate awareness, as well as supporting contests and incentives. Provide a

seamless strategy for integrating social media and traditional media.

• To generate buzz and interest without solely relying on sampling.

Scope of the Assignment



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Target Audience • Men and women ages 18 to 45 in the New York Metropolitan area who are conscious

about nutrition, but not entirely aware of the health benefits entomophagy.

• Fitness enthusiasts who are adventurous and open to trying new things

• Fitness and health media outlets who would be interested in promoting

• People who are conscious about sustainable eating, and would be interested in

supporting a company that promotes precisely that.

Research • Plan a site immersion trip to become more knowledgeable about the entire process of

creating the bar.

• Hire college students in New York City to approach people on the streets, at Whole

Foods, in subway stations, at local gyms etc. and ask them what their thoughts are on

protein bars

o What brands do they loyal to? What do they look for in a protein bar?

• Send out an email survey to a database of people who already support the Kickstarter

program and ask them what attributes they wish to see in Jungle Bar

• Also send out an email survey to a database of people who are fitness and health

conscious, and are familiar with protein bars

• Compare and contrast other competitor brands to see what they have done and are

currently doing

• Bring together focus groups to have them blind sample various protein bars

o Have them compare and contrast, share their thoughts on what they like and don’t

like.

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Messages

• “Fueled by the wild, for the wild.”

o #FuelForTheWild hashtag used on social media

• Be sure to effectively translate that an experienced chef, Hinrik Carl Ellertsson, contributed to

creating the recipe for the Jungle Bars

• Position the bar as a gourmet protein bar made with high quality ingredients

• Get people to trust in a protein bar that safely and healthily provides them with the nutrients

they need

• Make sure that people understand the benefits of an organic, all-natural bar that’s free of the

sugars and chemicals found in other mainstream consumer brands

• Position Jungle Bar as an all-in-one bar that’s delicious, easy to eat, and healthy

• Emphasize that taste and nutrition have not been sacrificed in the process of creating the

bar



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Actions • Harvest strategic partnerships with fitness centers (Equinox, David Barton, Soul Cycle,

Crunch, CrossFit, etc) by pitching in person or via email an offer to send them mini samples

for members.

o To be placed at the check-in counter

o Sell full-size bars at juice bars and stores inside gyms

• Deliver samples to social media influencers listed in section 9 (media), with a strong focus

on well-known athletes

• Set up sampling stations at grocery stores like Whole Foods and sporting goods stores

• Provide protein bars for famous athletes at major sporting events (ATP tennis tournaments,

PGA golf tournaments, NFL football games, MLS soccer matches)

• Place themed Jungle Bar food stands around popular areas of NYC, and hire college

students to distribute bars to pedestrians.

o Offer people a prize for having the courage to eat a piece of a protein bar, and a

better prize for those who have the courage to eat whole crickets

• Create print and video press releases that highlight the benefits of a cricket-rich protein

bar, and focus on what makes the bar stand out from its competitors

• Hire college students in NYC to hand out creative pop-up/cutout booklets on streets with

information on the health benefits of eating bugs

• Give away mini samples with purchases at lifestyle sporting brands like Lululemon and

Athleta

• Pitch via email to have Jungle Bars be a part of subscription fitness boxes

o Yogi Surprise: Includes six to eight full-size, handcrafted, cruelty-free goodies

o Love With Food: Surprise package filled with new, organic, all-natural snacks.

Includes a gluten-free option

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Actions (Continued) o CuisineCube: Each box comes with five to seven full-size gluten-free snacks and

foods.

o The Feed: five to ten healthy, natural treats for athletes (protein bars, energy gels,

trail mix, energy shots, jerky, etc.)

• Distribute special offers inside the wrapper of bars that have been purchased online

o Give people the chance to win a free month of Class Pass

• Offer a deal on Gilt and Groupon- 20% off a box of Jungle Bars

• Schedule deskside appointments to visit individual media outlets to taste and sample the

products

• Have a booth set up at trade shows (health, fitness, nutrition)

• Create an Instagram account to introduce new flavors, show behind-the-scene images

(sans crickets!), interact with customers, and send out news blasts.

Communications Vehicles

• Partner with a content studio to set up a website with videos, photos, detailed

information, and a shopping cart

• Create an Instagram account that communicates all of the brand’s PR campaigns, every

day adventures, and document the brand’s growth

• Send out an e-newsletter that updates people on what’s happening at Jungle Bar, and

what they should be excited about

• Send out a news release announcing the launch of the product



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Sample News Release: LIGHT BULB COMMUNICATIONS

Fashion Institute of Technology 227 West 27th Street New York, NY 10001

(212) 217-7999 For Immediate Release: May 7, 2015

Crowbar Protein Introduces Jungle Bar: An Insect Powered Protein Bar The new organic health bar is made using cricket flour, a good source of protein and other

nutrients

If the thought of eating crickets makes you squeamish, you’re not alone. But do realize that you are also not alone if you are open to the idea of eating bugs, and perhaps this will make you open your eyes (and stomach) to the idea that creepy crawlies are in fact a wonderful source of natural protein. Thanks to Crowbar Protein, a health food startup company based in Iceland, getting protein and nutrients has just gotten a lot more interesting, unique, and natural.

Búi Bjarmar Aðalsteinsson and Stefan Thoroddsen, the duo behind the project, made it

their goal to find a way to prove that insects are a viable option for food, hoping to open the Western world up to entomophagy, the practice of eating insects. The two were inspired by a 2013 United Nations report called ‘Edible Insects’, which takes a look at how insects can potentially alleviate food shortages. Crickets contain a high protein content, as well as minerals like iron and calcium. Crickets are sustainably raised in a micro-factory called the Fly Factory, which breeds insect larvae for human consumption.

The protein bars, which are unlike any other available on the market, combine ingredients

such as dates, sesame, cinnamon, cashews, sunflower and pumpkin seeds, chocolate and cricket flour, to create a tasty bar that’s free of soy, dairy, gluten and peanuts. The recipe for the bar was created after many rounds of tastings and prototypes tested by a large sample of people. The bars are available in Peanut Butter and White Chocolate, Cinnamon, and Chocolate flavors. Unlike many of the mainstream protein bars available today, Jungle Bar is free of lurking sugars, artificial ingredients, and GMOs. The bars are 50 grams, 200 calories, contain 8 grams of high quality protein (16% of the bar) and have a shelf life of 1 year.

Leading up to the launch of the product, the duo launched a Kickstarter project, which

managed to collect 20% of its $15,000 goal within three hours of being launched. The bars can be ordered online at www.crowbarprotein.com, and donations can still be made at www.kickstarter.com.

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Timetable • Heavy news release pitching in the months leading up to the launch

• Active social media accounts in the months leading up to the launch to generate curiosity

• Sampling efforts to begin immediately after the launch, and to continue for three months

• PR Campaign is to be run on a pulsing schedule

o Continual public relations activities throughout the year, but with heavy efforts

during warmer months (spring and summer) when people are particularly active

and preparing to get in shape

• Push PR efforts during major sporting seasons

o National Football League: September-January

o National Basketball Association: October-April

o Major League Baseball: March-August

o National Hockey League: October-April

Media Pitch PR materials and story ideas to the following media outlets:

• Social Media Influencers:

o Jen Selter: fitness junkie with a massive following on Instagram. She’s known

for her perfectly sculpted rear-end.

o Elizabeth Akinwale: Elite CrossFit athlete with a strong social media following

o @fitmencook, @cleanfooddirtycity, @nomnompaleo, @cleaneatz,

@ohsheglows, @buzzfeedhealth, @yahoohealth

o Hannah Bronfman: Founder of HBfit.com, food lover, workout enthusiast,

instagram blogger

o The Rock: his Instagram account is dedicated to his fitness progress



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Media (Continued)

• Celebrities/Athletes:

o Gweneth Paltrow: Has a blog called Goop.com that focuses on healthy living

o Jessica Alba: Runs a blog called Honest, which focuses on health and wellness

o Blake Lively: Her blog, Preserve, often focuses on artisanal, healthy products

o Joy Bauer: Today Show’s nutritionista

o Bob Harper: 16 seasons of The Biggest Loser under his belt, and has become one

of the most influential fitness trainers.

o Shaun “T” Blokker: Known for his Insanity workout DVDs

o Athletes with big social media presences such as Roger Federer, Lindsey Vonn,

Michael Phelps, Tom Brady

• Magazines/Trade Publications:

o Bon Appetit

o Women’s Health

o Men’s Fitness

o Men’s Health

o Self

o Shape

o Muscle & Fitness

o FLEX

o Runner’s World

o Fitness

o Prevention

• Trade Publications

o National Fitness Trade Journal Magazine

o IDEA Fitness Journal

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Budget

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Evaluation • Send out a survey throughout the course of the PR campaign, and especially at the end,

to receive feedback on whether or not the target market is receiving messages as they

are intended to

• Bring together focus groups to evaluate whether or not messages were translated

appropriate, and if there is a need to alter the campaign

• Online monitoring through Sprout Social

• Track the #fuelforthewild hashtag to monitor social media presence using TweetDeck

and Iconosquare

• Use Google Alerts to monitor press clippings

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Bibliography

[1] Michels, Spencer. “Bugs for Dinner?” PBS Newshour. 7 May 2012. Web. 30 April 2015.

http://www.pbs.org/newshour/rundown/bugs-for-dinner/

[2] Casey, Michael. “Bugs in Your Protein Bar: Are Edible Insects the Next Food Craze?”

Fortune. 18 July 2014. Web. 30 April 2015. http://fortune.com/2014/07/18/bugs-in-your-

protein-bar-are-edible-insects-the-next-food-craze/

[3] Schmidt, Chris. “The Rise of Protein in the Global Health and Wellness and Supplement

Arenas.” Euromonitor International. 8 April 2014. Web. 30 April 2015.

http://www.globalfoodforums.com/wp-content/uploads/2014/04/Chris-Schmidt-Euromonitor-

2014-Protein-Trends-Technologies.pdf

[4] “Icelandic Business Plans Energy Bar Made of Insects.” BBC. 2 September 2014. Web.

30 April 2015. http://www.bbc.com/news/blogs-news-from-elsewhere-29033495

[5] Schmidt, Chris. “The Rise of Protein in the Global Health and Wellness and Supplement

Arenas.” Euromonitor International. 8 April 2014. Web. 30 April 2015.

http://www.globalfoodforums.com/wp-content/uploads/2014/04/Chris-Schmidt-Euromonitor-

2014-Protein-Trends-Technologies.pdf

[6] “Sports Nutritionals Market in the US: Sports Drinks and Nutrition Bars.” Market Watch.

11 June 2014. Web. 30 April 2015. http://www.marketwatch.com/story/sports-nutritionals-

market-in-the-us-sports-drinks-and-nutrition-bars-2014-06-11

Small Business & Entrepreneurship

Jungle Bar: PR Plan