The agency has been hired to support the vegan food subscription company in the lead up to and during its September launch, as well as continue to build the brand thereafter.
Pure & Hearty enables people to make healthy and socially-conscious choices with its range of vegan and convenient ready meals.
With every meal purchased, a meal is donated to the charity War Child to feed children affected by war*. Pure & Hearty uses biodegradable and recycled packaging.
Radioactive PR’s mix of proactive and reactive PR support, along with influencer engagement, will aim to position Pure & Hearty as a leading voice on sustainability and healthy, vegan lifestyles, and raise brand awareness to help build its customer base.
The agency’s team experience covers other food brands including Pulsin, the nutritional snack manufacturer, Foodinate, the social enterprise that aims to end food poverty, and Just Eat, the UK’s leading online takeaway service.
Pure & Hearty is the brainchild of Iain Hamilton, who founded The Soulful Food Company, a brand of healthy one-pot ready meals, soups and salad dressings, sold at retailers such as Ocado, ALDI and Whole Foods Market.
Iain said: “Radioactive PR was recommended to us by a friend who is a client of the agency, and we’ve been impressed by their approach. Given Radioactive PR’s experience, we are excited to launch Pure & Hearty with the team’s support on board.
“Pure & Hearty offers delicious and convenient vegan ready meals for people with a social conscience and who want to make a healthy choice. By choosing to eat Pure & Hearty, they are giving back to children affected by conflict through our partnership with War Child, and they can be safe in the knowledge that our range is environmentally-friendly.
“We want to push the brand far and wide and spread the message about what we are doing. We’ve no doubt that that Radioactive PR will help to get us in front of the right people.”
Rich Leigh, Radioactive PR’s founder and director, said: “Pure & Hearty is a company with a rare combination of social-consciousness, commercial nous and, most importantly, a great product. The second we started speaking to Iain, the team here crossed their fingers for the win, as it’s exactly the sort of client you want to do great work for.
“We are in a great position, not only as a result of our own client experience, but also because Pure & Hearty is brand new, giving us a blank canvas. We can’t wait to get the brand the recognition it deserves.”
*The cost of a meal is donated