Yes , we were a little surprised too. When a well known theatre director and business partner to Gareth Gates got in touch with us to help them formulate a business strategy featuring a digital marketing activation plan and deliver launch PR for their new brand, Cuppanut.
Riding the crest of the explosion in popularity of coconut well-being products, Gareth Gates and his business partner had created and were in the process of launching a coconut based infusion tea. The delectable product is a biodegradable teabag with real coconut which comes in standard coconut only and two other flavours: Coconut & Cranberry and Coconut, Ginger & Turmeric.
The coconut super food trend has been established for a couple of years now with products filling up health & fitness stores as well as supermarkets. But amongst the coconut milk, coconut water and coconut oil popularity contests, there was still room, particularly in the UK market. For a hot coconut beverage. Cuppanut.
The Fiit Agency assisted Gareth and his team in producing a digital marketing, social media & PR strategy to support the products launch in order to secure a number of retail agreements. Alongside producing this strategy which leveraged Gareth’s own celebrity as well as his contacts via social media, we produced a bespoke media list for PR distribution coupled with our own in house PR writing ability.
Coupling health benefits with an appealing lifestyle backed by the celebrity endorsement, via social media posting and PR distribution running alongside a robust marketing strategy. We were able to assist Cuppanut in securing a retail relationship with their key target partner Holland & Barrett. The product has gone on to achieve huge success both direct to consumer and via additional partnerships with the likes of M&S.