PROPER SNACKS: Building Europe's Healthy Snacking Giant
In a crowded snacks market, PROPERCORN founder Cassandra Stavrou had created a healthy, sustainable and genuinely tasty alternative to unhealthy snacks. With millions in investment, an MBE from the Queen and a potential exit around the corner, our objective was to get PROPER more of the industry attention it deserved and to position Cassandra as an entrepreneur who had achieved real market dominance, not just a good start-up story.
Impact
Cassandra appeared on Bloomberg, Sky, BBC and the country's most influential business podcast. We positioned her alongside former Downing Street advisors and business figures on panels to discuss how UK government policy would affect entrepreneurs. Consumer partnerships with Sonos and Weezy saw 25,000+ engagements - double the highest on record - and a 1,152% increase in overall engagement. At the close of the year, Cassandra was named Great British Entrepreneur of the Year 2021.
Approach
We positioned Cassandra as the leader of the only independent challenger to the category's market leaders - now part of the Government's Food and Drink Council and an industry figure to be reckoned with. We built a consumer programme that tripled PROPER's online reach within six months and increased print circulation 150 times. With COVID and Brexit hitting hard, we also ran a corporate communications campaign to extend influence with investors, potential acquirers and talent through national business media, avoiding start-up story angles in favour of scale and future potential.
