The leading fresh, organic bone broth in the U.S.
The Ask:
Roli Roti, the company behind the famous Roli Roti food trucks and Butcher’s Bone Broth (found in Whole Foods, Sprouts, etc.), came to Kloss Creatives PR in December 2024 to expand brand awareness around its fresh organic bone broth, position the broth as a year-round drink, drive in-store velocity, and increase visibility around founder Thomas Odermatt’s story.
​
Our Solution:
Kloss Creatives PR crafted a 360-degree strategy to educate journalists on where to find the broth in the refrigerated aisle at grocery stores, how its health benefits stack up against shelf-stable bone broths, and Odermatt’s legacy as a third-generation Swiss butcher and entrepreneur. Within a week, we had introduced the brand to top journalists in the industry, securing a number of sample and interview requests.​
​
The Results:
In our first quarter of working with Butcher’s Bone Broth, we secured placements for Odermatt and Butcher’s Bone Broth in leading publications such as Martha Stewart Living, Mashed, Chowhound, Food Republic, Eat This Not That, and Yahoo, totaling over 2.8 billion in media reach in the first 3 months.
Secured coverage included three live television segments with Odermatt and leading broadcast stations in target markets: Seattle (NBC’s New Day Northwest), San Francisco (KTVU Fox 2 Morning News), and Tampa (FOX-13). The New Day Northwest segment gave a shout-out to finding Butcher’s Bone Broth at Costco in the first 20 seconds — strengthening retail buyer discussions between the brand and Costco in the priority Pacific Northwest market. Meanwhile, the KTVU segment positioned the broth as a year-round staple with a flower salad recipe featuring broth dressing, while the Tampa FOX-13 segment featured an impressive 20 minutes of Odermatt's expertise.
Butcher’s Bone Broth was also featured in the Wellness section in top six markets for McClatchy Media Company (which has an average weekday circulation of 1.6 million and Sunday circulation of 2.4 million), including the Miami Herald and The Sacramento Bee.
Beyond media coverage, Kloss Creatives PR also developed a customer testimonial program for Butcher’s Bone Broth — providing the company with a system for collecting and gaining approval to use customer quotes across marketing channels — and also spearheaded the sourcing of a registered dietitian spokesperson.
Finally, in our first months of working together, we launched a budget-conscious content exchange influencer program (providing the company with UGC and brand exposure in exchange for samples), developed a suite of one-pagers and marketing collateral for use across company divisions, secured a partnership with a registered dietitian nutritionist for additional national media exposure, and kicked off conversations around official sponsorship for Bay Area sports teams.
​
The brand also brought Kloss Creatives PR on board to launch its new social media presence, allowing Butcher's Bone Broth to stand on its own apart from the Roli Roti brand.
