About Pristine Organics: Pristine Organics, headquartered in Bangalore, was founded in 1992 as a nutrition science-based firm by K C Raghu. The company has several pioneering products in the IEM products division, as well as in the organic food space.
Food Technology R&D: The company has partnered with leading institutes in human genomics towards R&D and awareness creation on IEM.The company also manufactures other nutraceuticals, metabolic diets and food additives.
Retail: The retail division of the company deals primarily with organic and nutritional FMCG products.
The PR Objective: The PR campaign had two primary objectives:
Creating awareness about the organic food product range by Pristine
Educating various stakeholders about genetic conditions that require Dietary therapies. Pristine was the only Indian company that dealt with issues related to Inborn Errors of Metabolism - a rare but critical condition that affects infants and toddlers.
PR Approach: At the core of all of the companies strategies was the vision about education and awareness about various medical conditions, the importance of the right diet and the move towards organic food. We used an integrated approach - using offline and online activities, media reach outs and digital reach out to achieve the required goal.
Over a period of 2 years, we focused on creating awareness about various issues related to organic foods, the misconceptions and myths, as well as research-based approach towards stories on IEM. A mix of focused workshops, relationship build meetings and high-level, thought leadership content was used to achieve the required objectives.
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