In the frenetic world of a startup small business, a single product mention by a public figure can be transformative. Recently, the Hamilton, New Zealand-based fermentation company Good Bugs experienced this phenomenon firsthand when their Kimchi Flakes received a glowing endorsement on New Zealand’s top breakfast show, NewsTalk ZB.
Hosted by the influential Mike Hosking, the show’s brief but enthusiastic mention of Good Bugs' freeze-dried kimchi flakes by Hosking and his wife, Kate Hawkesby, led to an unexpected sales surge.
Source: Good Bugs - Freeze Dried Kimchi
Good Bugs' Chunky Kimchi, known for its authentic texture and health benefits, is made using a wild fermentation method supporting gut health with a diversity of beneficial lactic acid bacteria. The product's innovative freeze-dried version can be snacked on directly or reconstituted with water, making it a versatile addition to meals.
The catalyst for this sudden demand was Kate Hawkesby, who shared her love for the kimchi flakes with her husband, Mike Hosking (both shown left). He then mentioned it on his breakfast show, praising the product’s quality and flavour. This simple act of sharing a personal favourite led to a viral effect, with Good Bugs selling out of their product within hours of the broadcast.
Good Bugs Co-Founder Marea Verry says the Kimchi Sprinkles product was inside a media box submitted to New Zealand media as a precursor to the Auckland Food Show. "We knew the product would be well received but had no idea Mike Hosking and Kate would make such a great fuss. To be honest we have been caught short. We were just not ready for the response", says Marea Verry. Good Bugs sold out in a matter of hours as the 'media mention' went viral. "We are flat out processing more Kimchi sprinkles to meet the back orders which are streaming through", says Marea.
This incident really shows the power of influencer marketing, especially when the influencer is a trusted media personality with a broad reach. The endorsement provided not only increased sales but also heightened brand awareness for Good Bugs, illustrating how strategic mentions can propel small businesses into the spotlight.
For start-up companies like Good Bugs, this example highlights the importance of getting their products into the hands of influencers who genuinely appreciate them. It’s a reminder that one positive mention can indeed change the fortunes of a business overnight.
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