Recognizing that the obvious food spaces—from tailgating to competitive eating—were already occupied by digestive health competitors, Hunter PR identified an untapped white space for PEPCID®—a place the competition was not playing in and did not have the equity to own: enabling and celebrating foodies in pursuit of great tastes. By appealing to consumers with elevated tastes, establishing a voice that resonates with their lifestyle and forging strategic alliances with influencers in the food world such as Eater and Ted Allen, the PR team crafted a test-and-learn Tastemakers program to earn the cred necessary to establish a niche in food culture. In its first year, the program garnered 118MM media impressions and drove 90,000 social media users to like the PEPCID® Facebook page, and an inaugural Eater digital content partnership exceeded typical click-through rates and impressions across the board. In the program’s second year, media impressions increased by 88 percent and social media interest in the program grew as the brand honed in on restaurant dining experiences. Now entering its third year, PEPCID® Tastemakers has been adopted as the brand’s overall marketing platform across earned, owned and paid channels.
Food Network star, and heartburn sufferer, Ted Allen served as the expert foodie spokesperson in his role as PEPCID® Tastemaker at Large.