PR Success for Besto's Launch
Besto Sells Out in Three Weeks with our Strategic PR
Client Background
Besto is a nut-free pesto brand based in NYC positioned in the "better-for-you" food category. it targets health-conscious consumers, allergy-aware households, and creative culinary spaces. Besto partnered with Surgo Strategies two months before their launch in December 2024 to build buzz and awareness.
Challenge
As a new brand entering a competitive CPG market, Besto needed to:
Create a strong in-person presence.
Showcase its versatility and appeal to a wide audience.
Drive early product demand and engagement with minimal investment.
Solution
Surgo Strategies designed and executed a targeted PR plan focused on building organic buzz through strategic partnerships and in-person events. The approach included:
Event Collaborations:
Girls-Who-Meet Friendsgiving Dinner: Surgo featured Besto as the main appetizer at a 70-person gathering, showcasing its versatility in a community-driven setting.
Metro Cheese Club’s Curd & Chords Event: Besto was paired with artisanal cheeses and wine for 130 attendees, positioning it as a premium product.
Restaurant Partnership:
Vinnie’s Pizzeria Collaboration: Surgo partnered with this iconic NYC pizza spot to feature a limited-edition “Besto Pie” for a weekend, demonstrating Besto’s adaptability and reaching loyal local customers.
Social Media Amplification:
Expanded Besto’s online presence through posts and stories from event partners/collabs, driving impressions and engagement beyond in-person audiences.
Results
Surgo’s strategic efforts delivered measurable results for Besto:
In-Person Reach: Over 200 attendees at the two events were introduced to Besto in engaging, organic settings.
Partnership Success: The collaboration with Vinnie’s Pizzeria provided Besto with exposure to a loyal local audience and elevated its reputation as a versatile product for culinary innovation.
Sales Performance: Besto sold out its first batch of production within three weeks of launch, showcasing the effectiveness of early buzz and strategic collaborations in driving demand.
Surgo’s tailored approach not only helped Besto achieve its launch goals but also set the stage for continued growth and brand recognition in the competitive food market.
Find Besto at Pop-Up Grocer starting 1/10!!
