Tanteo Case Studies

1. Situation
Nature Nate’s, the “little honey company” from Texas, sought national recognition and
differentiation in a crowded category. They started at Matter with a foundational media
program and quickly grew to an integrated communications/marketing program incorporating
Matter’s media, marketing and creative expertise with outstanding results.
Strategy
Matter developed a 2017 media and influencer program that set apart Nature Nate’s raw,
unfiltered honey and educated the public about the importance of choosing real honey.
Through a combination of earned media across trade, consumer and business press;
influencer relations; a National Honey Month marketing campaign; and satellite media tour
with lifestyle expert, Robyn Youkilis, Matter helped Nature Nate’s move from the “little honey
company” to the number 1 branded honey on the market, with actively engaged customers
and retail partners who now look to the brand for leadership in category awareness.
Nature Nate’s: Choose Real
1 / 30M+ / 5
National Honey
Month Campaign
Media
Impressions
Influencers
Relationships Built

2. Results
With unprecedented double-digit growth, a strong sense of corporate identity and a
dedicated following of customers seeking out the bright orange label, Nature Nate’s has
plenty to be proud of. At the close of National Honey Month, a key wholesale prospect called
out Nature Nate’s for their leadership and continued education around real honey. Matter is a
proud partner in Nature Nate’s work to bring a little sweetness to the world.

3. Strategy
Matter planned and hosted exclusive bi-coastal launch events in New York and Los Angeles.
The events were created to make guests feel comfortable and focus on the food itself. We
filmed and previewed a video of the farming process, had the farmer from Montana on hand to
introduce the line and brought the concept to life in a bakery setting.
Throughout the event, the bread was the star: the room smelled of fresh bread and there were
breads available in raw or delicious recipe forms. We encouraged guests to learn more about
Montana agriculture, meet the farmer, talk with our CEO and to really engage with the breads,
grain and wheat. They left feeling connected with the bread and gaining an appreciation for it,
similar to a wine tasting – it was a sensory experience, from start to finish.
Situation
La Brea Bakery, the #1 artisan bread brand in North America, launched the first nationally
available farm-to-table breads – La Brea Bakery Reserve. The wheat that is used in the three
breads that make up Reserve, are grown in Big Sky Montana, where the terroir is ideal for
producing wheat for flavor rather than yield. La Brea Bakery wanted a national introduction
for La Brea Bakery Reserve, to press and influencers, to drive consumer interest and sales,
while also educating people on the importance of caring about the bread they should be
bringing back to their tables.

4. Results
80 press, bloggers and influencers attended the launch including:
• The Chew
• New York Times
• Oprah
• LA Magazine
• Bravo’s Top Chef alum Angelo Sosa
• Food Network Star winner Melissa d’Arabien
• Nutritionist Ellie Krieger
Launch activities secured more than 160 MM impressions with hits such as USA Today, The Washington
Post and New York Times posting within one month of the event, World News Tonight “Made in America”
segment and others.
Coverage from the New York Times feature and Snack and Wholesale Bakery, “Bakery of The Year” feature
has led to more sales growth for the line of breads across all markets including nationwide distribution in
Amazon, as a direct result of this event and exposure from press and influencers.
All influencers went on to cover the launch on social media and also are in ongoing discussions with the
brand for partnership opportunities to continue ongoing national awareness, each year.

5. Strategy
Matter’s PR plan created a news-cycle promoting product launches, business profiles, ambassador
programs, and moments-in-time. Our strategy was to highlight differentiating benefits, while also
giving life to relatable consumer moments year-long.
• Media Relations – national and regional outreach: reporters stretch from lifestyle, health,
business, trade, parenting and more. Feature stories, as well as round-ups year-long.
• Influencer Engagement – partnered with key bloggers throughout the year to build out ongoing
campaigns promoting the many benefits of the food/brand; planned and executed a sponsorship
of FitBloggin (health focused blogger convention), where we created a record-breaking social
media play in which bloggers lined up to take a selfie with NFL superstar Arian Foster in the
matter of minutes using hashtag that propelled Health Warrior as the star of the conference
• Thought-leadership/Industry Award Opportunities – submitted and won numerous industry
awards throughout lifestyle, food and health/wellness magazines and publications
Situation
Health Warrior is a company that makes Chia Bars - healthy nutrition snack bars made from
the organic superfood Chia – a heart-healthy, vegan, gluten-free food. Health Warrior
enlisted Matter to help drive national awareness for their brand that would connect with their
core consumer – educated, health-minded consumers in urban areas.

6. Results
Media Relations: Matter secured more than 100 pieces of coverage within national and
regional outlets and blogs, resulting in 3.9 billion impressions, in just one year. Highlights
include Well + Good, Huffington Post, USA Today and a Forbes.com story that directly drove
sales of Health Warrior at Bed, Bath and Beyond within one month of the story being placed.
The team also created exclusive press events, focused on fitness, partnering with Soul Cycle
to do “media spin classes” hosted by Health Warrior – this resulted in more than 25 pieces of
coverage within 5-months of the event.
Influencer Engagement: As a result of FitBloggin, Matter garnered more than 40 feature
stories from attendees, helping to cultivate long lasting relationships with top bloggers and
influencers. In addition, 95% of attendees posted images of them enjoying the food on social
channels. The ongoing ambassador program saw results, month after month, where
influencers shared how Health Warrior was incorporated into their healthy lifestyles and also
supported sales via giveaways to their audience base or coupons driving people in-store.
Thought-leadership/Industry Award Opportunities: Coordinated more than 30 press
briefings at key trade shows including Natural Products Expo West/East and Summer Fancy
Food Show. Matter also secured winning awards for “Product of the Year” from Delicious
Living Magazine Best Bite Award, Women’s Running Magazine, Yummy Awards, Snack and
Wholesale Bakery and more!