Kirk’s Family of Brands, which include Kirk’s, The Grandpa Soap Company and South of France Bodycare, has been around since the 1800s. As with all legacy brands, they needed to periodically revamp messaging to increase their relevance among new generations of households. Freeman was engaged to launch a comprehensive public relations campaign, updating each brand’s story. The PR plan needed to detail the company’s new offerings, reinforce its commitment to gentle, effective and all-natural products; and grab media attention.
Freeman began by developing foundational messaging and media kits that set each of the Kirk’s brands apart from other leading soaps. Top lifestyle publications were engaged and frequent media outreach culminated in a tour and presentation to the Meredith Corporation and the editors of its flagship publications, such as Better Homes & Gardens.