Schär

Overview

Schär is a trusted leader in gluten-free nutrition, dedicated to helping individuals embrace a healthy, gluten-free lifestyle without sacrificing taste or quality. As a pioneer in gluten-free innovation, Schär is celebrated worldwide for its commitment to safety, quality, and inclusivity. From nourishing pantry staples to delicious snacks and specialty treats, Schär’s extensive range supports those with celiac disease and gluten sensitivity, as well as anyone seeking a gluten-free diet.

They approached PFG with the goal of driving awareness around their products and creating organic interest in Gluten-Free products and Schär’s role in supporting individuals with gluten-sensitivity. With PFG’s help, Schär was able to get features in premium media outlets including The Guided Buyer, Snack Food & Wholesale Bakery, Commercial Baking, Trend Hunter, Columbus Underground, Deli Market News, Convenience Store News, Food Navigator, Women's Health, NOSH, Delight Gluten Free, The Daily Meal, Delight Gluten Free, Grocery Business, Convenience Store Canada News and Canadian Grocer

Audience

Reach

1.84B

Total Media Opportunities

234

Total Live

167

Products

Sent

217 Client Testimonial

"Honestly, based on my personal experience working in PR, I’ve seen firsthand how effectively leveraging PR can significantly benefit a brand.

In particular, a previous brand I worked with was able to utilize PR strategies to substantially enhance their product’s visibility and reputation. To achieve this, we need to identify what will drive purchase and conversion. We constantly discuss three key aspects: conversion, awareness, and net promoter score. These elements are crucial to our strategy for building a loyal customer base and increasing sales. I would say our touchpoint with both consumers and trade partners is crucial for conveying our story in an organic and natural manner. By leveraging every available media outlet at little to no cost, we can effectively communicate our message. What’s powerful is that this communication doesn’t come directly from the brand’s perspective; rather, it is shared with the brand in mind, making it more authentic and impactful. I have to say, the TV segment was a lot of fun. However, the article that really cemented our relationship for me was the one in Progressive Grocer about our new marble cake launch. It might seem silly, but I was thrilled to see it. I even sent it to Bob, who had always wondered how we would get featured in such publications. I told him, "This is PR. This is what we do." That conversation stands out to me as a defining moment. It wasn’t the biggest piece of communication, but it was incredibly exciting for me to share internally.

I just want to express my gratitude for your partnership. It has truly been a game changer for us this year. Your involvement has highlighted all the foundational elements we’ve needed to address for a long time, yet had not pursued in PR for reasons unknown to me.Your expertise in the health and wellness space, along with your deep understanding of gluten-free and celiac disease, and even IBS, has been invaluable. We didn’t have to spend time on basic education; instead, we were able to hit the ground running. It feels like we started at mile 20 in a 26-mile race, making our collaboration feel effortless and natural.I

can see our partnership growing extensively in the coming years. My biggest hope is to explore how far we can go together. We're barely scratching the surface right now, but with more focus and energy, especially next year, we can achieve so much more. We plan to lean heavily into your area of expertise, driving the business naturally and organically by continuously telling our story. This approach will build the awareness we’ve been seeking, something traditional methods haven’t achieved for us.

Honestly, it was my personal experience working with PR and witnessing its benefits for a previous brand. I saw firsthand how effectively leveraging PR could greatly enhance a product’s visibility and success.

I just want to express my gratitude for your partnership. It has truly been a game changer for us this year.

Additionally, it became apparent that there was a significant gap in our current PR strategy. We had a global PR team of only two people, and our efforts were limited to publishing just three articles a year on the Newswire. Coming from a company where PR was a major focus, this was a stark contrast. I couldn't understand why we were so underutilized in this area. Realizing this gap, I knew we needed to bridge it to reach our full potential. This drove me to advocate for a dedicated PR partner who could help us elevate our strategy and achieve our goals.

Our primary focus is on generating positive sentiment and driving conversions. While building awareness is important, our immediate priority is figuring out how to move people from simply noticing Char on the shelf to actively choosing it and placing it in their baskets. We want consumers to trust our product because they’ve seen positive information about it. To achieve this, we need to understand what will drive purchases and conversions. Our discussions often revolve around three key elements: conversion, awareness, and net promoter score. These components are essential to our strategy for building a loyal customer base and increasing sales.

I’d tell them that you need to approach PR with clear goals and a solid understanding of what you want to achieve. It’s crucial to understand the difference between earned and paid media. PR encompasses both, and it’s about strategically choosing where to invest your efforts for the best long-term results. For instance, while paying for a spot on a major show like Good Morning America could get immediate visibility, it might not build long-term brand credibility. Having a comprehensive understanding of PR’s capabilities and engaging in strategic brainstorming sessions can be incredibly valuable. I believe PR is more effective than traditional media because it can cut through the clutter if done correctly. Traditional media can become repetitive, whereas PR offers a dynamic approach that can adapt and resonate more authentically with audiences.

For those unfamiliar with PR, I define it as our touchpoint with both consumers and trade. It’s about conveying our story organically and naturally through various media outlets at little to no cost. Importantly, it’s not about pushing our brand’s perspective, but rather sharing our message with the brand in mind, making it feel more authentic and impactful. So, for any brand hesitant about PR, I’d advocate for understanding its strategic value and being open to exploring its potential. It’s an investment that, when executed well, can yield significant returns by building genuine connections and long-term brand credibility.”

Media Highlights

"For more than 100 years, Dr. Schär's mission has been to improve the lives of people with special nutritional needs.

Dr. Schär USA, Inc. is committed to providing great-tasting gluten-free food to the celiac, gluten-sensitive sensitive and IBS communities—offering a safe, flavorful, and high-quality line of gluten-free products. Schär has over 20,000 doors in the US and retailers including Walmart, Kroger, Sprouts, Whole Foods, ShopRite, Stop & Shop, and many more."

"Treat Dad to the delicious delights of Schär’s gluten-free chocolates and cookies this Father’s Day. Whether Dad has celiac disease,

gluten sensitivity, or simply enjoys gluten-free treats, he’ll love the rich flavors and high-quality ingredients found in Schär’s products. With over a century of expertise”

"Dr. Schär's commitment to accessibility and availability is woven into the very fabric of its mission.

With the introduction of these new gluten-free baked staples, the brand continues its journey toward creating a world where everyone can enjoy high-quality baked goods, regardless of dietary restrictions.”

"Our experts highly recommend Schar's sourdough bread because of its chew texture, high fiber content, and great value.

“As a Dietitian with Celiac Disease, I confidently recommend Schar gluten-free bread products because they have a taste, texture, and size that make it most like eating real-gluten-containing bread products,” says Schimmelpfenning. The deli-style sourdough bread is certified gluten-free and also free from lactose and wheat to accommodate for additional intolerances. It’s also Monash certified low Fodmap (the gold standard for food lab testing), making it a great choice for anyone on a gluten-free diet who also struggles with Irritable bowel syndrome.”

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