Featured Campaign Results
Black Irish by Mariah Carey
Black Irish by Mariah Carey entered a competitive holiday spirits market with strong celebrity recognition but limited product awareness. The campaign required strategic experiential activation and national media amplification to position the brand as a seasonal staple.
Challenge
Although Mariah Carey is a global icon, Black Irish needed stronger name recognition as a consumer product — particularly within the crowded holiday liqueur category.
Strategy
Bender Group PR developed a holiday-driven experiential activation aligned with the anniversary of “All I Want for Christmas.” The strategy integrated special events PR, targeted media outreach, and influencer engagement to create seasonal relevance.
Execution
The team collaborated with Black Irish’s internal PR department, Virgin Hotels, and Bucket Listers to launch a festive pop-up bar series in key markets. Media previews, immersive brand experiences, and targeted press outreach were integrated to maximize earned coverage.
Results
The campaign generated widespread national coverage across major consumer, lifestyle, and business outlets. Black Irish experienced significant awareness growth, with media momentum extending beyond the holiday window.
Genetic Screening with jscreen.org
For Breast Cancer Awareness Month, jscreen.org partnered with Myriad Genetics and Mount Sinai Cancer Center to position hereditary cancer screening as an urgent public health priority.
Challenge
The campaign required a defining national moment that would drive real participation in genetic screening while elevating jscreen’s authority.
Strategy
Bender Group PR developed Pink Power Hour — a live public health activation designed to align broadcast, digital, and health trade media around education and access.
Execution
Hosted at Rockefeller Plaza in collaboration with the TODAY Show, the event enabled on-site registration for at-home hereditary cancer screening kits. Media alignment and philanthropic partnerships amplified reach.
Results
Pink Power Hour generated 350 screening registrations in one hour and nearly 550 million audience impressions. Coverage spanned national broadcast, digital news platforms, and industry outlets, solidifying jscreen’s leadership position.
Kellogg’s Eggo Coffee
Kellogg’s Eggo expanded its brand into the coffee category through a licensing partnership with Two Rivers Coffee. The objective was to generate national recognition prior to retail launch to drive sell-in and sell-through success.
Challenge
The brand required pre-shelf national visibility to ensure strong retail adoption in a competitive beverage category.
Strategy
Bender Group PR aligned the launch with National Waffle Day, creating a newsworthy hook that integrated experiential marketing and top-tier media placement.
Execution
A media- and consumer-friendly activation was hosted in New York City, inviting journalists and influencers to sample the product while securing broadcast and digital coverage tied to the national observance.
Results
Eggo Coffee achieved viral national coverage across consumer, industry, and business outlets. The campaign generated strong pre-launch awareness and sustained media visibility during and after retail rollout.
Mike & Ike (Just Born LLC)
Mike & Ike faced a crowded confectionery market where differentiation was increasingly difficult. The brand needed a disruptive narrative to cut through industry clutter and re-engage consumers.
Challenge
Despite strong brand recognition, Mike & Ike struggled to stand out within a saturated candy category dominated by legacy competitors and seasonal promotions.
Strategy
Bender Group PR developed “The Split” campaign—a bold creative narrative that humanized the brand by framing Mike and Ike as distinct personalities pursuing individual ambitions. The campaign combined storytelling with earned media outreach to spark a national conversation.
Execution
The narrative launched with coverage in The New York Times, followed by national television appearances including Anderson 360, The Daily Show with Jon Stewart, and CBS’s The Early Show. The media strategy emphasized humor, controversy, and consumer intrigue.
Results
The campaign generated extensive national broadcast and print coverage, revitalizing brand relevance and increasing consumer engagement through sustained earned media momentum.
French’s Food Company (French’s & Frank’s RedHot)
French’s, long established as the leading mustard brand, entered the competitive ketchup market — directly challenging dominant industry players.
Challenge
Launching French’s Ketchup required repositioning the brand from category leader in mustard to credible contender in ketchup — a highly competitive segment dominated by a single national brand.
Strategy
Bender Group PR leveraged French’s 100+ year heritage to frame the launch as a natural extension of brand legacy and quality. The strategy emphasized storytelling around authenticity and brand history.
Execution
Media outreach targeted major national outlets, positioning the “ketchup wars” narrative as timely and culturally relevant. Earned coverage highlighted the competitive dynamic and brand differentiation.
Results
National press coverage in outlets such as The New York Times and The New York Post amplified visibility and positioned French’s as a legitimate competitor, supporting strong product launch momentum.
Jarlsberg Cheese (Norseland)
Jarlsberg sought to shift consumer perception from generic Swiss-style cheese to a distinct Norwegian brand with heritage and authenticity.
Challenge
Consumers viewed Jarlsberg as a cheese type rather than a branded product with a unique origin story.
Strategy
Bender Group PR developed a media education campaign emphasizing Jarlsberg’s 60+ year Norwegian heritage and original recipe, incorporating experiential elements to deepen brand storytelling.
Execution
Media were invited to explore the brand’s origins, culminating in a press event at a Norwegian-themed restaurant in New York City. National outreach reinforced the brand narrative across lifestyle and business media.
Results
Coverage in The New York Times, Forbes, Good Housekeeping, Family Circle, and national broadcast programs reframed Jarlsberg as a premium, internationally recognized brand.
Freshpet
Freshpet introduced the first refrigerated pet food category — requiring consumer education and media validation to support retail adoption.
Challenge
The brand needed to define an entirely new product category while convincing consumers and retailers of its health and wellness positioning.
Strategy
Bender Group PR centered the campaign around innovation and authenticity, highlighting the Freshpet refrigerator concept and real pet stories to humanize the brand.
Execution
Strategic earned media outreach secured placement in The Wall Street Journal, The TODAY Show, and The New York Times, positioning Freshpet as a category disruptor.
Results
National media recognition accelerated consumer awareness and retailer confidence, contributing to Freshpet’s rapid growth in the pet wellness segment.
Stuffed Puffs LLC
Stuffed Puffs entered the confectionery market with an innovative chocolate-stuffed marshmallow, requiring rapid brand awareness and category education.
Challenge
As a new entrant in a crowded sweets category, the brand needed immediate visibility to drive retail sell-through and consumer trial.
Strategy
Bender Group PR positioned Stuffed Puffs around seasonal S’mores messaging, leveraging founder storytelling and aligning with DJ Marshmello for event-based activation and influencer appeal.
Execution
Media outreach integrated product demonstrations, lifestyle positioning, and celebrity association to secure high-impact coverage across consumer and business outlets.
Results
National coverage in People, PopSugar, Forbes, and other outlets drove rapid product demand, and strong retail performance followed the media push.
Abeles & Heymann
Abeles & Heymann (A&H), recognized as America’s #1 kosher hot dog brand, sought to elevate its brand visibility, modernize its image, and reinforce its reputation for quality and authenticity.
Challenge
Despite strong brand equity within the kosher category, A&H needed to expand awareness among broader consumer audiences, including health-conscious shoppers, while introducing updated packaging and new product lines.
Strategy
Bender Group PR positioned Abeles & Heymann around product quality, clean ingredients, and family-driven brand heritage. The strategy emphasized transparency through behind-the-scenes storytelling, while aligning messaging with evolving consumer preferences for natural, high-quality food products.
Execution
Media outreach centered on a behind-the-scenes production facility feature, featuring executive interviews with CEO Seth Levitt, product-focused storytelling, and visual content highlighting manufacturing quality, ingredient standards, and brand legacy. The campaign also supported the rollout of modernized packaging and new no-nitrite, no-nitrate product offerings, while reinforcing national retail availability.
Results
Strategic media placement and on-air storytelling expanded brand visibility beyond core audiences, reinforced A&H’s leadership in the kosher meat category, and strengthened positioning among health-conscious consumers across national retail markets.
Our Clients
Frequently Asked Questions About Our PR Case Studies
What industries does Bender Group PR serve?
Bender Group PR supports consumer packaged goods, healthcare, nonprofit organizations, technology companies, restaurants, and business brands. Our campaigns are customized to the specific media landscape and audience within each industry.
How do you measure public relations success?
We evaluate success through earned media placement quality, audience reach, strategic positioning, engagement metrics, and long-term brand impact. Strong PR results go beyond impressions — they influence perception and credibility.
Can a boutique PR agency secure national media coverage?
Yes. Boutique agencies often provide more strategic focus and senior-level involvement. Bender Group PR has secured coverage in major national broadcast, print, and digital outlets across multiple industries.
What makes a successful PR campaign?
A successful campaign aligns clear messaging with timely media opportunities, disciplined strategy, and consistent outreach. Creative execution is important — but strategic positioning drives sustained visibility.
Do you create experiential or event-based campaigns?
Yes. We integrate experiential activations, product launches, media events, influencer partnerships, and public health initiatives when aligned with campaign objectives.
Take Control of Your Message
Every brand has a story — but not every brand earns national attention. Let’s build a campaign that positions you where your audience is already paying attention.
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