Case Study: Michael Angelo’s Gourmet Foods

 

Situation

Michael Angelo’s Gourmet Foods is a family-owned company committed to authenticity and quality in their top-of-the-line Italian food brand. What was once a small operation in a California pizzeria has evolved into a national frozen food company headquartered in Austin, Texas. While sales of their Italian meals- from Lasagna to Eggplant Parmesan- have been successful, Michael Angelo’s also wanted to take advantage of opportunities to communicate with trade and mainstream press around the country.

Solution

We began by creating a comprehensive public relations campaign designed to support product launches and company developments in target markets throughout the U.S. We have managed all aspects of public relations for Michael Angelo’s, including press releases, media relations, and special events. For instance, in celebration of an American Tasting Institute award, we coordinated a press conference, during which Mayor Kirk Watson presented Michael Angelo’s with an honorary proclamation from the City of Austin.

The firm also developed a tailor-made plan to publicize Michael Angelo’s partnerships with food bank entities around the nation. In December of 1999, Kristy Ozmun Public Relations planned a press conference in Tampa, Florida to announce Michael Angelo’s support for Kids Café, a food bank program that provides nutritious dinnertime meals for less fortunate children. The event, held at one of the Divine Providence Food Bank Kids Café sites, provided meals and Christmas gifts for all 200 children in attendance, donated by Michael Angelo’s.

Results

The American Tasting Institute award press conference, which included elected officials and representatives from the Greater Austin Chamber of Commerce and local businesses, garnered local broadcast and print media mentions. Local media also covered the Michael Angelo’s support for Kids Café press conference, which brought the Mayor of Tampa and other influential community supporters together to celebrate Michael Angelo’s Gourmet Foods’ support for the Tampa program.

www.michaelangelos.com