Bug & Pickle

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Case Study

Bug & Pickle

Bug and Pickle is a mum & baby spa line and also the Canadian distributor of Hooter Hiders nursing covers. Limelite PR was the Agency of Record from 2005 – 2007.

Challenge:

When Bug & Pickle landed a distribution deal that included national availability of the product line though 44 Chapters-Indigo across Canada, the company approached limelitePR to generate nation wide awareness, through a very cost efficient PR program.
PR was also the primary vehicle to generate awareness of Bug & Pickle’s new product addition (a body wash) as well as their new role as national distributor for an innovating nursing-cover product called Hooter Hiders.

Solution:

To generate awareness for the product line, limelitePR planned and executed a Spring national media relations campaign that promoted the story behind the company’s success - leveraging the company’s founders (sisters) and their other successful business (Vancouver-based spa Bloom Essentials) - and promote the products themselves via product placements and event sampling.
We subsequently planned and implemented a national media relations campaign that reflected long lead-media Spring deadlines and required a strong and active push to short-lead media three months later. After the start of the latter push, limelitePR provided crisis communications advice and then leveraged an adverse product reaction from lactivists (breastfeeding activists) for the Hooter Hiders product to generate extensive nation-wide coverage.

Results:

Over a three-month period we generated high profile feature business stories in Georgia Straight, Business in Vancouver, The Province newspaper, Globe and Mail; television interviews with company founders on Province-wide Shaw TV program (Urban Rush and The Express) as well as product inclusion in Flare magazine, Edmonton’s Child, Calgary Child magazine, BC Parent, Toronto City Parent, Urban Baby & Toddler, and Retail News. A sampling campaign was conducted through a children’s charity event in Toronto and through media partner Sweet Spot in Vancouver.

The subsequent new product campaign generated coverage in the Weekly Scoop (celebrity magazine), Westcoast Tot, 24 Hours Vancouver, Sweet Spot, Fashion Magazine, The Province, westcoasttot.com, and West Coast Families. A feature article in the Vancouver Courier that focused on the Hooter Hiders product sparked controversy within Vancouver’s lactivist community, citing the product was oppressive to women and encouraged feelings of shame by breastfeeding in public. Since the product’s intention was to provide women a choice to feel comfortable breastfeeding in public, we pitched women columnists the controversial story angle, which generated feature stories in thirteen affiliated papers across Canada (including four in Ontario and a front page feature in the Times Colonist) all of which supported the product’s position. In addition, a popular Vancouver call-in radio show (CFUN) dedicated a two-hour discussion to Hooter Hiders and the breastfeeding product controversy.