PR Strategy: Karns Foods Beef Program

It’s exciting when a client disrupts an entire industry with an innovation that is the first of its kind in the U.S. When Andrea Karns, VP of Sales & Marketing at Karns Foods, shared the story and potential of the Karns Beef Program, the Deeter Gallaher Group knew it was a win for Karns, PA agriculture, PA farmers, and regional shoppers who care passionately about the source of their food. “This is more than a supply chain solution, it is a story about saving PA farmers,” says Anne Deeter Gallaher.

 

On December 29, 2021, in Chester County, PA, Scott Karns, CEO, and Andrea Karns launched the groundbreaking #PAPreferred #KarnsBeefprogram joined by Larisa Miller, Keystone Farm Future founder and partner, Russell Redding, PA Secretary of Agriculture, and dignitaries to celebrate Karns Foods as the first grocery retailer in the country to produce, raise, and manage private beef herds in partnership with family farms.

 

“We’re a meat store. If anyone is doing this, it needs to be us. I don’t want to see anyone else bring this to market. We need to own this,” says Andrea Karns.

 

From campaign launch to execution, Deeter Gallaher Group played an integral role in crafting the storylines, pitching news angles to the media, and disseminating the news to media and the community.

 

Media Strategies included:

  • Event content creation and real-time social media posting
  • Creation of news releases
  • Distribution of news release to local media outlets and reporters
  • Pitching storylines to national media outlets
  • Scheduling farm interviews with regional news stations
  • Monitoring media mentions and online conversation
  • Analytics report

Services

 

BRAND POSITIONING

CONTENT CREATION

EXECUTIVE POSITIONING

MEDIA EVENTS

MEDIA RELATIONS

PUBLIC RELATIONS

WEB PRESENCE

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