Lifeway | Media Relations

The Situation

Kefir was not a well known product in the US… not noticed in grocery stores and an often overlooked dairy item.

Media rarely covered the “kefir category” and when they did, they very seldom mentioned a brand name – instead kefir would be highlighted as an ingredient in a recipe.

Lifeway Foods, the #1 distributor of Kefir in the US, came to CBC to raise the profile of this probiotic powerhouse and its unique brand story among the media.

The Solution

CBC leveraged deep-rooted relationships we’ve built over the years to tell the Lifeway story. 

We created a pitch matrix to find all of the “ways in” with the media – whether the pitch focused on nutrition, flavors, or its interesting female founder – we left no stone unturned to get the Lifeway name out there and put kefir on the media map.

CBC’s PROGRAM MANAGEMENT DETAILS 

  • Creative product, brand & spokesperson pitching

  • Leadership & nutritionist desksides & speaking opportunities

  • Eye-catching mailers

  • Thoughtful press releases

  • Buzzy events & house programs

  • Industry award submissions & wins

The Results

2021

1.03B IMPRESSIONS

64 TOTAL PLACEMENTS

2022

2.79B IMPRESSIONS

172% YoY GROWTH

165 TOTAL PLACEMENTS

2023

9.76B IMPRESSIONS

250% YoY GROWTH

111 TOTAL PLACEMENTS

*Coverage hits from 2021 – 2023; full coverage reports can be shared upon request