No Cookie-Cutter Campaigns
on Tuesday, 13 November 2012. Posted in At The Table Public Relations News
At The Table Public Relations has been achieving results for clients for almost three decades. As a food-focused public relations firm specializing in the produce industry, the team of public relations professionals based in Tampa is the agency of record for Florida-based Sweetbay Supermarket, one of the Delhaize America banners; the Georgia Pecan Commission; Georgia Blueberry Commission and the Georgia Peach Council. The agency also has worked on behalf of the Florida Beef Council, Chilean Avocado Importer’s Association, Bolthouse Farms and Ocean Prime Restaurants, among others. The firms’ comprehensive scope of clients has allowed At The Table to be recognized for its ability to understand the entire food and beverage arena.
“There is no cookie-cutter campaign for clients,” said Cheryl Miller, CEO and principal of the firm. “We customize every program after carefully listening to what our clients need. Our success is in our relationships and our ability to meet and exceed our clients’ expectations.”
(Caption: CEO and Principal, Cheryl Miller, pictured here with Dawn Jackson Blatner, RD, food and nutrition expert; and vice president, Lynn Kilroy.)
Miller and Kilroy exhibited for the Georgia Pecan Commission at the annual Food & Nutrition Conference & Expo reaching more than 6,500 registered dietitians and sharing the AntioxiNUT message.
When the Georgia Peach Council needed to make some “noise” in key Florida markets about the great taste of Georgia Peaches, they asked At The Table to come up with a creative and fun campaign that would help highlight the sweetness of Georgia peaches in critical geographic retail markets. With this in mind, At The Table developed a grassroots style “Sweet on the Street” team that personally delivered the Sweet Georgia Peach experience at key people-gathering events in Orlando and Tampa, literally sweetening people’s day. Essential video and photography was captured for use in supportive social media campaigns.
For the Georgia Pecan Commission, the firm has been building relationships with the health and culinary community for more than a decade.
In 2011, the firm developed the AntioxiNUT logo and messaging when research showed pecans have the most antioxidants of all tree nuts. Targeting the dietitian community, the firm recommended that the commission exhibit annually at the annual Food & Nutrition Conference & Expo, which reaches more than 6,500 dietitians. With this type of exposure in just a few years, America’s only indigenous tree nut has gained national attention and been featured in key market television including Chicago, Washington, D.C., Atlanta and Tampa as a healthy part of a balanced diet.
In a new effort, the firm was critical in finalizing the American Heart Association’s designation of pecans halves and pieces with the Heart-Check mark symbol. The designation allows Georgia Pecans the same level of national attention as other tree nuts.
“After more than 15 years of working with the people from At The Table Public Relations, their hard work, attention to detail and results have created a long-lasting partnership that has benefited our commission in many ways,” said Duke Lane, chairman for the Georgia Pecan Commission.
Retail client Sweetbay Supermarket, with 105 Florida locations, works with At The Table to conduct regular and ongoing external public relations work in their West Central Florida markets. The firm has developed and enhanced multiple programs that have become the retailer’s flagship campaigns each year, including “Call Out For Coffee” – an annual coffee drive that encourages consumers to purchase and donate coffee which is shipped to active duty military around the world, as well as “Portion For A Pound,” a Florida strawberry program held each February during Heart Month where the retailer donates a portion of proceeds of strawberry sales to the American Heart Association.
“As a food PR firm, they always come to the table with fresh, new ideas that help us achieve our goals,” said Sweetbay spokeswoman Nicole LeBeau.
The firm has handled crisis communications seminars for key branded and commodity clients. At The Table regularly works with new media and bloggers to gain critical space in the social media arena for client campaigns. In addition to regular and ongoing media and community relations work, the agency provides culinary consulting, spokesperson research and alignment and product launches.
(Caption: Cheryl Miller, CEO and Principal of At The Table Public Relations, proudly displays a 33" snook at FFVA 2012's fishing excursion, in September in Naples.)
The firm’s mission statement says it best: “With integrity, the At The Table team of hardworking professionals strives to build relationships, exceed expectations and earn the trust of those who produce food, serve food and love food.” For more information about At The Table Public Relations, go to www.atthetablepr.com.