At Candlewick, we always think strategically for our client’s PR and do not implement B2C campaigns independently but incorporate it into a constructed plan. za you zen sea salt is a handmade salt from Yamaguchi prefecture sold predominantly online. In order to build brand awareness and increase consumer engagement, Candlewick planned and coordinated a consumer campaign that people can participate very effortlessly. The quiz campaign approach creates a motivation for consumers to try the product which then creates new fans and followers.

We believe that a good PR plan is layers of activities and approaches that work in sync, and must be executed in the right timing and order. We implemented this approach for za you zen sea salt, by incorporating a social media advertisement to extend reach, and conducted an Instagram live cooking show with a prominent food specialist in conjunction to the quiz campaign. The complete PR plan boosted brand exposure and increased new fans for the delicious za you zen sea salt.