• Working alongside Sainsbury’s Future Foods Team
  • Food and Drink PR coverage across all news media, print, broadcast and online

Pieces of Coverage
Campaign Length (Months)

Eat Grub was the UK’s first insect snack range to be stocked by a UK supermarket. Storm worked with the Sainsbury’s Future Foods team to launch this ground-breaking product to maximise news coverage and create excitement. It was timed to launch the weekend ahead of ‘I’m A Celebrity’ to give it an added topicality and news value.

Eat Grub is a sustainable food brand that aims to revolutionise Western food culture by introducing insects as a staple part of it.

The consumer affairs editors on the nationals were targeted alongside broadcast news programming and key trade titles. Interviews with Eat Grub’s founders and Sainsbury’s spokespeople were arranged, alongside products for reviews.

Over the launch weekend 528 items of coverage were achieved ranging from a full page in The Guardian, 35 other national media reviews, 15 items on key TV and radio programming and extensive regional news exposure through The Press Association.