Running head: MEDIA PITCH WRITING ASSIGNMENT 1

Jeremy Seifert

May 28, 2017

Purdue University

COM 60511 - Strategic Communication and Professional Writing

Week 4 Assignment

Media Pitch Writing Assignment

created as part of the requirements for a writing assignment and not meant to be published nor to represent the
organization(s) listed herein
MEDIA PITCH WRITING ASSIGNMENT 2

Week 4: Media Pitch Writing Assignment

The purpose of this pitch is to introduce a revolutionary new high-protein bar,

Freemans Organic, made from organic peas and honey to Sam Sifton, who is the food editor

at the New York Times, the founding editor of NYT Cooking and a columnist for The New York

Times Magazine. He has also served as the national editor, the restaurant critic and the culture

editor, (Sifton, 2017). The pitch uses the principles from The Public Relations Writers

Handbook, Write a catchy lead and brief explanatory text. Wrap up the pitch and say you will

follow up, (Aronson, 2007).

The Freemans Organic Protein Bar has been created for this pitch. However, we do

know from consumer research that younger consumers are extremely interested in a protein bar

concept that is made from legumes, such as peas and/or chickpeas.

Freemans Organic Pitch Letter to NY Times

Hi Sam:

Thanks for taking my call the other day about the introduction of what is arguably the

perfect protein bar, Freemans Organic. It packs a punch with more natural protein and fiber

than the leading nutrition bar. It is organic and sustainable. And, it tastes awesome! In addition

to raising awareness about Freemans Organic, the makers of the bar are raising awareness about

the plight of honeybees and colony collapse disorder. Finally, one of the owners, producers and

creators of the bar is Morgan Freeman who is not only an actor but also raises honeybees!

Freemans Organic Protein Bars are made with pure, simple, organic ingredients, and the

primary ingredients are organic peas and honey.

created as part of the requirements for a writing assignment and not meant to be published nor to represent the
organization(s) listed herein
MEDIA PITCH WRITING ASSIGNMENT 3

Morgan Freeman personally helped develop the Freemans Organic product line as an

alternative to sickey-sweet protein bars currently on the market. Plus, he wanted to bring

awareness to the plight of the honeybee and colony collapse disorder. He says, I dont

think you could call me an environmental activist. I just saw a problem with the decline

in the honeybee population and wanted to do what I could about it. The act of becoming a

beekeeper then led to meeting some great people involved in organic farming, which then

led to creating this product. The organic honey in the product is sourced exclusively

from Morgan Freemans 124-acre bee farm in Mississippi (Ozynski, 2016).

The organic peas are sourced from Saskatchewan Canada, which is one of the largest

organic farming areas in North America. Organic peas are a sustainable source of plant-

based protein, which is also fiber-rich. (The World's Healthiest Foods, 2017) The

company has an exclusive arrangement with the Canadian Special Crops Association,

(Canadian Special Crops Association, 2014).

Other ingredients are limited to rice powder, sea salt and spices.

The Freemans Organic product has done extremely well in sensory testing. Consumers

rated the taste and eating experience of Freemans Organic Protein Bars better than the

leading brand.

Freemans Organic Protein Bars will be introduced at Expo East in September, and will

include special appearances by Morgan Freeman.

Protein bars are gaining in popularity in the US. According to industry newsletter,

BakeryandSnacks.com, (Bamford, 2016) nutrition and health bar category sales now total $2.9

billion. Sales increased 10% in 2016 vs. 2015 (Bamford, 2016).

created as part of the requirements for a writing assignment and not meant to be published nor to represent the
organization(s) listed herein
MEDIA PITCH WRITING ASSIGNMENT 4

And Freemans Organic is giving back to bee and pollinator partnerships by supporting

the Xerces Society. According to their website, the Xerces Society is a science-based

conservation organization, working with diverse partners including scientists, land managers,

educators, policymakers, farmers, and citizen, (Xerces Society for Invertebrate Conservation,

2017). Scott Hoffman Black, Executive Director of the Xerces Society, says the relationship with

Freemans Organic is coming at the right time to build awareness of the importance of

honeybees to agriculture and the environment, This is a great time for the Xerces Society. The

relationship and support of Morgan Freeman will help raise awareness for this critical

environmental cause.

Sam, I hope you enjoy the samples of Freemans Organic Protein Bars that are enclosed.

Ill call you next week to follow up and answer any questions you may have.

created as part of the requirements for a writing assignment and not meant to be published nor to represent the
organization(s) listed herein
MEDIA PITCH WRITING ASSIGNMENT 5

References

Aronson, M., Spetner, D., & Ames, C. (2007). The Public Relations Writer's Handbook: The

Digital Age. San Francisco, CA: Jossey-Bass.

Bamford, V. (2016). Snack Bars 2015: Top 10 Best-Selling Granola, Breakfast and Nutrition

Bars. Bakeryandsnacks.com. Retrieved from http://www.bakeryandsnacks.com/Retail-

Shopper-Insights/Snack-bars-2015-top-10-best-selling-granola-breakfast-health-bars

Canadian Special Crops Association. (2014). Retrieved from

http://www.specialcrops.mb.ca/index.php

Ozynski, G. (2016, November 8). If Our Bees Go, So Do We. People Magazine. Retrieved May

28, 2017, from http://www.peoplemagazine.co.za/real-people/if-our-bees-go-so-do-we

Sifton, S. (2017). Sam Sifton. The New York Times: Retrieved from

https://www.nytimes.com/by/sam-sifton

The World's Healthiest Foods. (2017). Retrieved May 28, 2017, from

http://www.whfoods.com/genpage.php?tname=foodspice&dbid=55#nutritionalprofile

Xerces Society for Invertebrate Conservation. (2017). Retrieved from http://xerces.org/mission/

created as part of the requirements for a writing assignment and not meant to be published nor to represent the
organization(s) listed herein