WE DID
Objective
There’s a saying that ‘everything is bigger in Texas.’ Certainly, ZUBI’S CEO and Founder, Sarah Zubiate, was dreaming big when she set her sights on creating a vibrant, plant-based twist on traditional Latin dips and salsas through ZUBI’S. Having launched ZUBI’s at the Dallas Farmers Market - selling salsa out of the trunk of her car – Sarah secured retail space at Central Market, Whole Foods and Amazon for her all-natural salsa, organic dairy-free crema de jalapeño and dairy-free queso. Outside of social media, she initiated influencer efforts but eventually determined she wanted to build additional credible awareness for the brand and her farm. Sunwest was charged with building a platform showcasing Sarah’s entrepreneurial prowess and sharing the ZUBI’S story – from Sarah’s original family recipe to the company’s sustainable manufacturing process.
Approach
After launching ZUBI Farms, an organic-certified, fully-sustainable facility located in Athens, Texas, Sarah contacted Sunwest Communications to help share her leadership story as a successful Latina, female run business along with the key differentiators of her sustainable farm. The team developed strong key messages and fleshed out her storytelling to highlight her extraordinary rise to launching her brand, farm and manufacturing facility.
By identifying local and regional media to showcase Sarah’s entrepreneurial spirit, we built recognition for the products to help encourage product trial. Additionally, Sunwest sought out key platforms for recognizing the sustainability of the farm through identifying target podcasts and broadcast opportunities that allowed Sarah to share her manufacturing journey. We also worked in concert with the brand’s social media team to ensure each earned editorial placement was shared and maximized on all platforms to showcase Sarah’s presence and ZUBI’S growth.
results
Sunwest secured more than a dozen placements in the first 12 months, averaging at least one in-depth story per month. Placements varied from broadcast to print, reaching audiences at the regional, state-wide and national levels. Coverage was secured among outlets such as: CBS 4 and El Paso Times in El Paso, Texas; NBC 5, WFAA and NTX Inno in DFW; and Texas Lifestyle Magazine, the Women to Watch podcast and Authority Magazine at the state and national levels. Sunwest also assisted with distribution of major ZUBI’S announcements, including the launch of seasonal products, jalapeño-agave pecans and the company’s national launch into Sprouts.
Sunwest’s efforts resulted in noticeable effects on ZUBI’S sales. In one example, the client noted immediate hits to the ZUBI’S website after Up with Her, an early-morning segment showcasing Sarah as a Dallas female business leader. The team continues to enjoy coverage that supports their nationwide growth into Sprouts Grocery Stores.
