The Pickled Beet
Problem
The Pickled Beet had built a strong reputation through referrals and exceptional service, but lacked consistent media visibility to support growth in its personal chef, catering, wellness, and private aviation dining divisions. The company needed to increase brand awareness, establish Chef Elizabeth Willard as a thought leader, and create third-party credibility that would attract affluent consumers, referral partners, and corporate opportunities.
Solution
ShuBu Creative developed and executed an ongoing public relations strategy focused on thought leadership, company milestones, strategic partnerships, industry awards, and trend-driven media opportunities. We positioned Chef Elizabeth Willard as an expert in food-as-medicine, wellness, special dietary lifestyles, and luxury culinary experiences.
Our team secured interviews, feature stories, award recognition, podcast appearances, and business news coverage while developing a steady stream of newsworthy announcements. Coverage highlighted The Pickled Beet's expertise in personalized nutrition, private chef services, in-flight catering, functional medicine partnerships, major event catering, and company growth.
Impact
The campaign generated media placements across regional, national, industry, and niche wellness outlets, including:
AP News
Digital Journal
Business Air News
Voyage Miami
Lifestyle Magazine
Word of Mom Radio
Chefs Move
Catering Business Journal Florida
Florida News Tribune
Guide to Florida
Miami Herald (historical coverage)
Multiple syndicated business news networks through EIN Presswire distribution
The additional visibility and strategic award submissions also helped secure awards, recognition and partnerships:
Best of Florida Caterer (2024)
Best of Florida Event Caterer (2025)
Recognition among Florida's top women-led businesses
Expanded awareness of The Pickled Beet's food-as-medicine philosophy
Increased visibility for strategic partnerships, including the Q Institute and Sideral Linhas Aéreas airline
Enhanced credibility with luxury, wellness, and private aviation audiences
Visit The Pickled Beet’s News & Media page here to see the coverage and awards we’ve secured https://thepickledbeet.com/in-the-news/
Savor Culinary Services
Problem
After more than two decades in business, Savor Culinary Services had built a loyal client base throughout the Dallas-Fort Worth area, but needed greater visibility to support growth across its personal chef, catering, wellness, and private aviation dining services. Founder Chef Deb Oxman also wanted to establish herself as a recognized authority in personalized nutrition, food-as-medicine, and culinary wellness while differentiating Savor from traditional catering companies.
Solution
ShuBu Creative developed and executed a strategic public relations program focused on thought leadership, business milestones, industry innovation, strategic partnerships, award recognition, and community impact.
We positioned Chef Deb as an expert voice on healthy eating, personalized nutrition, special dietary needs, private aviation dining, and holistic wellness. Through a combination of media outreach, press releases, award submissions, podcast appearances, television interviews, and partnership announcements, we created a steady stream of newsworthy stories that elevated both the founder and the brand.
Impact
The campaign generated coverage across television, business, lifestyle, aviation, food, and wellness media, including:
Good Morning Texas
NBC Fort Worth
Fort Worth Report
Voyage Dallas
Dallas Women’s Magazine
Business Air News
Airline Industry News
CultureMap Dallas
Stroll Westlake
Word of Mom Radio
Business Press
KDAF CW33
360 Magazine
Multiple regional and national business news networks through syndicated media distribution
Additional outcomes included:
Increased visibility for Savor’s private aviation catering division
Recognition of Chef Deb as a Dallas Business Journal Women in Business award recipient
Expanded awareness of Savor’s food-as-medicine philosophy
Media coverage surrounding strategic wellness partnerships and community initiatives
Promotion of new service offerings, including customized snack memberships, cooking experiences, holiday catering programs, and wellness-focused collaborations
Reinforcement of Savor's position as a leading provider of personalized culinary services throughout the Dallas-Fort Worth market
Visit Savor’s News & Media Page to see the coverage and awards we’ve secured at https://www.savorculinaryservices.com/about/in-the-press/
Homestyle Direct
We built and designed a website with an e-commerce meal shopping and ordering experience, a multi-level case manager referral form process and integrated it with the company’s CRM system.
Problem
Homestyle Direct recognized the need to evolve its brand to better align with its growing offerings and changing market dynamics—the company had grown from a meal delivery service for food insecurity into a comprehensive healthcare company offering home-delivered meals to Medicaid Advantage and Medicare members.
The existing brand identity was 26 years old and no longer fully represented the company's full offering, necessitating a comprehensive rebranding. The challenge was to develop new messaging and a visual identity that positioned Homestyle Direct as a healthcare company with many meal choices and meals that were medically tailored to specific disease states - heart disease, renal disease, diabetes, gluten intolerance and other chronic conditions. Additionally, the rebranding had to be implemented across all platforms, including an outdated e-commerce website, to ensure a cohesive and seamless experience for multiple audiences: elderly, adult children, healthcare case managers, state agencies and healthcare companies.
Solution
The initial step involved comprehensive market research to understand industry trends, customer needs, and the competitive landscape. This research laid the foundation for developing a messaging strategy that would resonate with the target audience. The key focus was to hone in on the messaging that accurately reflected the brand's values and offerings. Alongside the messaging refinement, a new visual identity was developed and launched. The visual identity comprised a new logo, colors, supporting graphical elements, iconography, font packages and photography style. Once approved and trademarked, we updated the website design, all social media channels, and email templates to reflect the new brand image and messaging. This also included programming a new e-commerce website (not only frontend design), fully designed to meet the needs of multiple audiences, including a shop for meals, referral forms for case managers and information for state agencies and partners. To ensure effective implementation, training and communication were provided to the internal team on how to use the messaging toolkit and all new sales collateral effectively. This step was crucial to maintaining a unified brand voice across all departments and platforms. Included in the training was lots of new swag given out to employees, including puffer jackets, hoodies, stickers, pens, and more! The final step was launching a comprehensive marketing campaign targeting Case Managers, and also the company’s database of current members. The invigorated communications were sent consistently and frequently to both case managers and the existing members. We leveraged Homestyle Direct’s social media channels, CRM databases, and national press releases to communicate new medically-tailored meals, updated menus, and the variety the company provided for its members.
Impact
Here's the exciting part: We met the challenge and exceeded it! Meal orders skyrocketed by an impressive 87% year-over-year, and we grew their customer base by 32% after the first marketing campaign post-rebrand. Now after 2-years, revenue grew from $40M to $60M due to the re-branding, new marketing efforts, strong sales team and stronger operations overall.