Lobel’s of New York

Lobel’s, a New York institution and leading purveyor of USDA prime beef, hired Folsom + Associates to develop and execute a food public relations campaign for a test market rollout of its online business in the San Francisco Bay Area.  Lobel’s chose Folsom + Associates for its food PR expertise, national and local experience with luxury consumer products, strong media relations capabilities and ability to work within the company’s budget and marketing parameters.  The agency was charged with conducting a PR campaign that generated awareness of Lobel’s online business in the San Francisco Bay Area and that complemented the advertising, direct mail and email marketing initiatives by driving consumers to the site.  Generating orders (sales) was also an objective of the public relations campaign.  The success of the program prompted Lobel’s to hire Folsom + Associates as its agency of record for the entire U.S.

Please click this link to download and watch a clip from Barefoot Contessa’s “Old New York” episode featuring  Lobel’s Kitchen.

  • Goals

    • Generate press coverage for Lobel's online business

    • Develop messages and tactics that carefully reflected the family's values and priorities

    • Increase web site traffic and drive sales

  • Methods

    • Media tasting event featuring Lobel family members

    • Media tour targeting broadcast, print and digital media influencers

    • Personal story pitches

  • Results

    • The public relations campaign generated press coverage in the San Francisco Chronicle (twice), San Jose Mercury News, KPIX TV, CBSMarketWatch, Oakland Tribune, Marin Independent Journal, San Francisco Examiner, San Francisco Business Times, Silicon Valley Biz Ink, Gentry Magazine and KOIT.com among others