UMAMI COMMITTEE – PRESS OFFICE
Case-UmamiTaste-PressOffice-Race

Descrição

CONTEXT
The Umami Brasil Committee is a group created to discuss and disseminate topics related to the fifth basic taste of the human palate (umami), linked to the Umami Information Center (UIC), a non-profit organization dedicated to research on the topic.

The Committee, formed in 2004, hired a press office only in 2011.

The partnership between Race Comunicação and the Umami Brasil Committee began, then, with the aim of increasing the knowledge of journalists, bloggers, chefs, schools, universities and health professionals on the subject.


STRATEGY
Since 2012, Race started working with the Committee. The strategy was to work proactively, with releases, source suggestions, agenda suggestions for journalists, events for youtubers and bloggers, as well as relationship meetings with journalists from different regions of the country.
 
RESULTS
The agenda suggestions made between January 2016 and May 2017 generated around 170 publications, in more than 150 media outlets across the country. During the period, the activity had a potential impact of more than 160 million people and more than R $ 2 million reais in advertising equivalence.
 

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