Caraway Home

Putting this startup, DTC cookware company on the map was a labor of love; the media relations and influencer kind. Launching Caraway Home cookware in an already cluttered field, without a high-profile partner was a challenge we were made for. We began aggressive media outreach and influencer engagement three months ahead of launch, honing in on their non-Teflon differentiation and focused on holiday gifting and product reviews with top home, lifestyle, food and sustainability reporters, outlets and macro influencers. Pre-launch activity culminated with a launch event, complete with a cooking demo by the brand’s under 30 CEO, which welcomed over 85 journalists and influencers. Misfit Toys jolted their instagram channel to life with over 300 pieces of content reaching over 40M in the first 4 months including live cooking features across major media outlet IG channels such as MyDomaine. Created and inducted over 30 influencers into our ambassador program and sent ripples through the social-sphere for what Popsugar called the “Instagram famous cookware”. Garnered stories and product round-ups in Domino, Refinery29, Food + Wine, Vogue, Glamour, House Beautiful, Architectural Digest, Elle, MindBodyGreen, The Kitchen, Buzzfeed, Apartment Therapy, Forbes, Yahoo - to name a few- amasseing nearly 150 pieces of coverage, 5 billion in readership, in 6 months