Challenge

Educate the media on a new meal assembly trend and position Let’s Dish! co-owners as national spokespeople. Publicize the new Let’s Dish! retail stores.

Solution

Conducted local publicity campaign that quickly became a national movement. Publicized the opening of the Eden Prairie, Minn. and Woodbury, Minn. stores.

Results

As other meal-assembly businesses opened across the country, Haberman & Associates told the story of Ruth Lundquist and Darcy Olson, positioning the dynamic owners of Let’s Dish! as national spokespeople leading the new meal-prep trend and revolutionizing family dinners. Front-page feature stories followed in the Taste sections of the Minneapolis Star Tribune and St. Paul Pioneer Press, as well as articles in Minneapolis/St. Paul Magazine, Minnesota Monthly Magazine, Twin Cities Business Journal, Minnesota Palate, Minnesota Parent, Woodbury Magazine and Eden Prairie Magazine. Onsite broadcast coverage on local television stations included KARE-11, WCCO, KSTP and KMSP. Local radio coverage included KTCZ’s Cities 97, WCCO-AM, KOOL 108 and FM107. National media coverage included feature articles in Time and First For Women and Foxnews.com, a five-minute segment on the CBS Early Show and a re-air on the CBS Up To The Minute pre-morning show. Haberman & Associates also negotiated a sponsorship agreement with KARE-11.

Publicity not only launched the Eden Prairie Let’s Dish! store in the Twin Cities, it drove the need to open more local stores, as well as create additional stores throughout the country. Today, people across the country are knocking on their doors, interested in opening Let’s Dish! retail outlets.

Feedback

Darcy Olson, co-owner: “We've truly been energized by our business relationship with Haberman & Associates; they are a significant factor to our results. They have been tremendous strategists and coaches as they've helped catapult us into the national spotlight. Their results are apparent. I'm even more impressed by the way in which they achieve those results - through total authenticity and commitment!”

Ruth Lundquist, co-owner: “Haberman & Associates is so much more than a great public relations firm. They have truly become a business partner, helping to position us for unexpected, high velocity growth. In addition to providing us with a high profile media presence, they have acted as a great sounding board as we navigate these uncharted waters."