In January 2015, Sartori Cheese launched a new product - their latest release in over two years. I worked together with a co-worker to successfully execute a launch strategy with a focus on social media promotion, blogger outreach and PR tactics. 

As part of the PR strategy, we sent "key mailings" to 50 bloggers, journalists and industry-specific trade publications. The mailing teased about a new product being launched and encouraged recipients to guess the new type of cheese using the hashtag #NewBellaVitano. Nearly every contact on our customized media list posted about the key mailing and/or used the hashtag on Twitter or Instagram. Even regular consumers joined in the guessing game, which effectively created a good "buzz" around the release of the product.

Ooh, can you guess the #NewBellaVitano flavor by @Sartori_Cheese?

A photo posted by culture: the word on cheese (@culturecheese) on

We posted various teasers on social media as well to complement the key mailings that were sent to media. Finally, we announced the new cheese on Facebook, Twitter, Instagram and LinkedIn. To continue promoting the cheese after launch, we scheduled a giveaway and recipes to serve as further promotional content. Across all pieces of content on Facebook regarding the new product, the conversation generated 17,000 impressions, 700 likes, 140 comments and 80 shares.

New Year. New BellaVitano. Official announcement coming January 11th!

Posted by Sartori Cheese on Thursday, January 1, 2015

In case you missed our post last week, we're debuting a new BellaVitano® on January 11. Any guesses as to what the flavor may be?

Posted by Sartori Cheese on Wednesday, January 7, 2015

Missing a taste of the exotic in the middle of winter? We’re excited to share our newest cheese – Citrus Ginger...

Posted by Sartori Cheese on Sunday, January 11, 2015

We're excited to share the first recipe featuring our newest cheese. Try our Citrus Ginger BellaVitano® Shrimp Alfredo! Recipe here: http://bit.ly/1Ae89jW

Posted by Sartori Cheese on Tuesday, March 10, 2015