The brief

To immediately raise the profile of Karma Cola, the brand ethos and story, to support their first major retail listing in Waitrose. To maximise media opportunities with the founder Simon Coley, whilst visiting the country.

The solution

The BBC Friday Boss piece prompted the head of sustainability & ethical sourcing at key account Waitrose to tweet Karma Cola directly, which helped to support the new listing.

The results

A one month campaign returned significant national news broadcast media, including:
BBC Radio 4 Today Programme ‘Friday Boss’
BBC World News Business Live (TV)
BBC Radio 4 Food Programme
The Grocer

The BBC Friday Boss piece prompted the head of sustainability & ethical sourcing at key account Waitrose to tweet Karma Cola directly, leading to a new listing.

One year on and we’ve achieved:
128 pieces in editorial in consumer, corporate, trade media and food blogs
Total of 350 million people reached

The company has sold over 1 million bottles and cans since launch, without any above the line spend.