Camellia launches new product line during COVID-19

Written By Alicia Vial

Situation

As the oldest and largest packaged bean brand in the country, Camellia is well-known and beloved for its dried beans, peas and lentils. In fact, Camellia’s red beans, a key ingredient in NOLA’s signature red beans and rice dish, are featured in a national exhibit in the Smithsonian Museum.

With consumer data projecting that 92% of American families would continue eating at home together as often as they did during the COVID-19 pandemic, New Orleans-based Camellia Brand developed and launched a new lineup of consumer products to make mealtimes more convenient, without sacrificing on flavor. Introducing the Camellia Dinner and Seasoning Mixes.

Strategy

As the pandemic raged on, Gambel Communications sought to create an integrated communications strategy that would get the new product – and more importantly, the finished, prepared dishes using the product – in front of consumers while cooking demonstrations, events and product tastings were not attainable. 

By leveraging Gambel Communication’s robust rolodex of influencer and media relationships, and implementing traditional PR strategies, the agency worked directly with ten content creators to craft social media posts that would resonate with each creators’ unique audience and followers. Gambel Communications partnered with a diverse range of content creators for the campaign, intentionally selecting creators that reach varying key audiences for Camellia Brand. Collaborating closely with them ensured that the sponsored content still felt authentic, which enhances engagement and helps build brand trust.

Gambel Communications also conducted widespread media outreach to garner attention for the new product, sharing ample assets, including product imagery, product samples, spokesperson interviews and industry stats, to help media contacts shape a compelling story.  

Results

Camellia Brand received great attention after launching the new dinner and seasoning mixes. The influencer content performed incredibly well and saw high rates of engagement. Comments were also overwhelmingly positive showcasing and reinforcing that Camellia Brand is a beloved brand by followers near and far.

Earned media coverage was also positive and the product launch led to Camellia's inclusion in a broader food trend business story, further solidifying Camellia's position as a thought leader in the industry. The results of the campaign included:

  • 10 influencers posting about the product reaching nearly 1M people

  • Combined influencer content totaled more than 50 posts and received high rates of engagement

  • Camellia Brand and the dinner and seasoning mixes were prominently featured in 11 total media placements reaching nearly 200k people

Gambel Communications also garnered significant attention for other products and brands under the L.H. Hayward & Co parent company, including:

  • 94 total media placements spanning all brands

  • Coverage across 40 different media outlets including NOLA Adore, Dr. Phil, Men’s Journal and more!

  • A total combined reach of more than 35M people

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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