With recent incidents of food poisonings caused by contaminated beef, spinach, and lettuce, consumers have become increasingly concerned about the safety of the food supply chain. So when Creative Culinary Marketing Solutions (CCMS) was preparing to launch CulinaryPrep - a kitchen appliance that removes dangerous impurities from food - it turned to Keymer Group Strategic Communications (KGSC) to build widespread buzz and awareness.
Strategy
Consumers are wary of products that promise to deliver unprecedented results, so "my cynicism is what drove ...