Project Description

When Stone Brewing Company founder Greg Koch decided to launch his new stoneground nut butter project, he and his partners turned to Marty Jones for help.

Over the course of several months, Marty helped Nutista determine its most compelling storylines and angles for beer-minded media and consumers. He also provided the company with clever copy for its nut butter labels, promotional pieces and social media, and penned press releases and media pitches.

The campaign delivered bushels of media coverage in the nation’s beer-focused press including Zymurgy, New Brewer and many others, as well as attention in national and local food and drink publications. Coverage included features in Food & Wine, Project Nosh, MSN.com and other publications, and in food & drink and business-minded media outlets in Nutista’s home turf of San Diego, California.

The coverage served to educate beer consumers on the little-known nut butter trade, Nutista’s Stone-like obsession with premium ingredients and maximum flavors, and the delicious taste and wellness benefits of Nutista’s super-healthy and highly innovative small-batch creations.