Turning a Crisis Into an Opportunity
Originally brought on board for cause marketing and product PR, Rosica initially helped Brad Sterl, head of New England-based pizza brands, American Flatbread Pizza and Rustic Crust, with crisis communications after his New Hampshire manufacturing facility burned to the ground. The consummate entrepreneur, Sterl quickly decided to rebuild and had a temporary production facility up and running in less than a month. He continued to pay his employees – a move that fortified employee morale and which Rosica leveraged for PR, telling his company’s “comeback” story through national and regional media. As production came up to speed, we shifted gears to a consumer and cause marketing push. We created a mobile pizza oven event to teach underserved kids about good nutrition. Sterl brought his portable pizza oven to a Hartford, CT inner city school and made pizza for the kids – and the media. We also sampled the pizza products with culinary, ”mommy,” and wellness online influencers, generating more than 100 positive reviews. Influencer marketing fortified both brands’ online reputations and successfully generated consumer demand.