Smart Balance

Establishing a thought leadership platform for executives of a global consumer products company.

When Smart Balance’s predecessor company Boulder Specialty Brands, based in Colorado, went public in 2005, the company brought Rooney & Associates on board to develop a thought leadership plan for its management team. At the same time, Rooney & Associates was asked to help increase brand awareness in a number of geographic markets where the company had identified potential acquisitions. The management team also wanted to build positive relationships with key trade publications in the food and beverage sector. When the company acquired Smart Balance, Inc., the public relations program was expanded to the national business press.
Rooney & Associates designed and executed a multi-phased media relations plan that generated visibility and favorable press coverage for this leading food and beverage company during its IPO and before, during, and after a major acquisition. In addition, a corporate and financial communications campaign was executed to announce the Nasdaq listing for the company, now renamed Smart Balance.

After Rooney & Associates implemented the initial phase of the program, Boulder Specialty Brands gained exposure in select regional and trade publications. This coverage greatly enhanced recognition of Boulder Specialty Brands which helped pave the way for greater interest in the company surrounding its acquisition of Smart Balance. Rooney & Associates then executed the second part of the program which resulted in media coverage in a variety of regional, trade, and national outlets, most notably a large profile piece in Barron’s on Smart Balance.