Freshly Chopped, the healthy food company, is Ireland’s leading and original healthy fast food retailer. Founded in 2012 the company has grown at an impressive rate. In 2015 Freshly Chopped engaged Edelman’s corporate team to support the next stage of the company’s growth - the roll out of an ambitious franchising programme. Edelman needed to devise a communications programme to attract new franchisees to the emerging Freshly Chopped brand.
At the heart of the work carried out by Edelman is a story. Two young forward-looking entrepreneurs, Brian Lee and Andy Chen, saw a gap in market when it came to healthy fast food.
The seeds for Freshly Chopped were sown through the duo’s shared passions of business and fitness. At the time of engaging Edelman, Freshly Chopped had three wholly owned outlets and were beginning to roll out an ambitious franchising programme. Prior to engaging Edelman, Freshly Chopped had relied solely on word of mouth earned through its innovative product offering.
Edelman’s aim was to share Freshly Chopped’s interesting story and showcase its remarkable achievements since establishment. Edelman devised a media programme to ensure optimal profiling for Brian Lee which would maintain a consistent stream of coverage throughout the duration of the communications programme.
In the 12 months of the campaign the following was achieved:
Feature interviews for Brian Lee in all of Ireland’s top tier media including: The Irish Times, Irish Independent, Sunday Times, Sunday Independent, Sunday Business Post, RTE, UTV, TV3, Newstalk and Today FM. A number of these high profile interviews led to Freshly Chopped securing opportunities for expansion and investment.
Edelman successfully crafted Brian Lee’s submission for the EY Entrepeneur of the Year and Brian was shortlisted as one of eight “Emerging Entrepreneur of the Year” finalists.
The media campaign saw almost 15 million opportunities to see or hear about the Freshly Chopped success story secured across print, online and broadcast. Each successive phase of the communications programme saw a spike in franchise applications.
Since the success of the initial programme, Edelman continues to work with Freshly Chopped as its communications partner.
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