'Pepper Sauce Cousin'
Public Relations Case Study
How we helped a local chef and her local product go viral.
THE CHALLENGE
Abaco is small, and local businesses are even smaller. So, how do you introduce a new local product to a wider audience and make people want to try it? Our goal was to take it beyond word-of-mouth, build awareness and position Chef Dahlia as a young Bahamian entrepreneur to watch. Here's how.
THE STRATEGY
We found the story behind the bottle. Instead of simply announcing a new product, we built a human-interest story around Dahlia's journey—from creating the dressing for a pop-up menu to realizing it had become the star of the show.
We tapped into a distinctly Bahamian cultural connection: our love of pepper sauce and introduced its new cousin. We crafted and distributed a press release highlighting Dahlia's story, the community's response and her transition from homemade creation to retail product.
THE RESULT
One press release. Six media features. Thousands of impressions. New retail opportunities.
The story generated six earned media placements across:
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ZNS Access Now
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ZNS Online
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The Nassau Guardian Online
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The Nassau Guardian Newspaper
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Bahamas Local
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Bahamas Lately
The coverage spanned digital, print and broadcast, with an estimated 140,000+ audience reach from ZNS and The Nassau Guardian alone. The stories were also widely shared across social media, generating thousands of additional shares and impressions. Most importantly, the exposure translated into new business opportunities, with additional retailers reaching out to Dahlia about carrying her product.
THE TAKEAWAY
We didn't just get a local chef in the news. We turned a product launch into a story people wanted to share and turned earned media into business opportunity.
The result: greater visibility, increased credibility and new conversations with retailers for a growing Bahamian brand.