Derlea Brand Foods
The Challenge
Derlea launched two new products, Diced Onion and Caramelized Onion, into a crowded grocery category where convenience claims are common and differentiation is difficult to earn. The objective was to quickly build awareness, encourage trial, and support early retail velocity without relying on traditional advertising.
The launch also needed to speak to multiple audiences at once. Consumers needed a clear reason to try the products, while grocery trade audiences needed evidence of relevance, momentum, and demand.
Strategic Insight
In food launches, clarity and credibility matter more than noise.
Rather than chasing broad reach, the strategy focused on:
• Clear, benefit-led messaging that immediately communicates value
• Earned media to build credibility with both consumers and the grocery trade
• Influencer storytelling that demonstrates real-world use and repeatability
The campaign was anchored in a simple, relatable idea that addressed a universal cooking frustration: "Save your time, save your tears."
What We Did
We delivered an integrated PR and influencer campaign designed to introduce the products, demonstrate their value, and support early retail momentum.
Strategic media relations
We developed consumer and trade press materials, including news releases and a product backgrounder, in both English and French. Distribution and outreach focused on Canadian food, lifestyle, and grocery trade media to ensure visibility across consumer and industry audiences.
Influencer marketing and product seeding
We built and managed a paid influencer program focused on short-form recipe content that showed how the products fit into everyday cooking. Influencers created approachable "Save your tears" reels designed to drive discovery, saves, and shares. Creative product kits supported unboxing and on-camera use, and all content was licensed for Derlea's ongoing use across owned channels.
Retail support and alignment
To support in-store conversations and early velocity, we developed retail partner communications and provided messaging support to address consumer questions and ensure consistency across touchpoints.
Impact
The campaign delivered strong early results and lasting value:
- ✓Generated more than 5 million estimated impressions across earned and influencer channels
- ✓Exceeded influencer participation goals, activating 24 creators against an original target of 15
- ✓Paid influencer content delivered 580,000+ impressions, 54,990 video views, 8,341 likes, and 668 comments to date
- ✓Secured trade coverage in influential outlets including Canadian Grocer, Western Grocer, Food in Canada, and Grocery Dive
- ✓Shipped 65+ VIP product kits to media outlets and culinary influencers
- ✓Generated dozens of new backlinks, supporting search visibility and long-term discoverability
Why It Matters
This case study demonstrates how a focused, insight-led communications strategy can cut through a crowded category without traditional advertising.
By pairing earned media credibility with influencer storytelling, the campaign translated a simple consumer insight into measurable awareness, engagement, and retail momentum. It also delivered reusable content assets that continue to support Derlea's brand beyond the initial launch window.
For 6 Seeds, this work reflects our belief that effective product launches are not about saying more. They are about saying the right thing, in the right places, to the people who influence trial and purchase.
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