3M Food Safety
- Generated top-brass attention for business unit through PR
- Sales rocketed
- Continuous outreach to more than 60 countries through global “newstream”
For more than five years, Kohnstamm has championed 3M’s food safety technology so much so that the category of food safety was singled out in by 3M’s Chairman as a new point of emphasis for the corporation. Spearheading a truly global PR effort, Kohnstamm has generated millions of impressions through global trade media outlets, steering 3M to earn consecutive year Edison Awards for innovation and industry-wide recognition. Kohnstamm has become the communications heartbeat for 3M’s global food safety enterprise, for example, by continuously sending out a biweekly news stream of current food safety news and issues summaries. Other PR program elements include partnership outreach, trade show support, and developing engaging content such as bylined articles, infographics, video and white papers.
Kohnstamm Communications was asked to manage the 3M’s Food Safety division’s largest product launch in 20 years, an introduction that would revolutionize pathogen testing procedures for food and beverage processors, universities, governments, contracted testing laboratories — and the consuming public. The 3MTM Molecular Detection System (MDS), a breakthrough method for detecting deadly pathogens such as Salmonella and Listeria on the DNA level, needed to be understood as a faster, easier and more cost-effective method for safeguarding the health of food processors’ customers and bottom lines.
Kohnstamm previewed the 3M Molecular Detection System to key industry influencers at the IAFP food safety industry conference, then fine-tuned its positioning before issuing a successful world-wide release of the technology. Kohnstamm generated expert commentaries and third-party validations, submitted and secured industry awards, and announced new system-compatible test kits for additional “bad bugs.” Over the next year, industry coverage was packaged and disseminated throughout 3M’s worldwide sales force to remind customers in more than 60 countries of 3M’s food safety leadership.
Since the initial launch, the Kohnstamm 3M MDS campaign has generated more than 325 unique, journalist-written news stories spanning more than 140 separate print and online media outlets, and totaling more than 8 million media impressions. The agency developed and garnered numerous prestigious honors for 3M — including four separate Edison Awards, a Stevie Award, a Frost & Sullivan Global Customer Value Leadership Award — and helped the department’s marketers earn a 3M corporate “Golden Step” award. The Food Safety unit’s sales rocketed, especially in the U.S. market, which experienced a residual sales lift of 5 percent CAGR since MDS was introduced. Last year, Food Safety was called out by 3M’s Chairman in his corporate annual report commentary as a growing area of strength and emphasis within 3M.