WORK . TRIBE
TRIBE: Run for Love, charitable endeavours and nutrition bars
Client
Services
PR & Comms
UK
The Brief
Convey that TRIBE is more than just a ‘Cereal Bar’ brand
Secure coverage beyond specialist titles
Progress the mission to end modern slavery
TRIBE’s mission statement to fight modern slavery and end human trafficking is as ambitious as it is important, so we needed a strategy to match.
Combining social justice and plant based nutrition bars TRIBE gave us two ways to transmit their messaging.
The TRIBE Freedom Foundation was inspired by a Run for Love. In 2013, Tom, Guy and Rob completed the first Run for Love – a 1,000 mile run across Europe from Odessa (Ukraine) to Dubrovnik (Croatia) to fight child trafficking. More than 250 runners joined them and together they raised over £250,000 to set up the first home for trafficked children in the UK. This was the start of TRIBE.
We focused on telling the incredible stories behind the brand founders and friends of TRIBE, ensuring their exploits and mission reached the attention of quality lifestyle titles as well as specialist and trade publications, whilst also talking about their plant based nutrition products.
Working to secure features and product placements across a number of verticals truly amplified their essential message as well as increasing brand recognition and value.
Project Description
56
Pieces of Coverage
1.1M
Total readership (Viewers)
Coverage Highlights
The Independent, Hello!, Stylist, Marie Claire, Go Running, Woman’s Running, Road CC, The Grocer, Vegan Life, Triathlon, Start Ups Magazine.
"Coming from a background working in Parliament, leading the account for TRIBE was fantastic. They're unique in that they are both a charity focussed on modern slavery, and a trailblazing nutrition business. This breadth of work was an exciting brief to be part of, and we helped deliver stand out coverage."
– Jack Mayorcas, Senior Account Manager, Fusion Media
