Catalyx: Winning the Hershey contract

Our high-impact strategy successfully elevated Catalyx’s profile as a leading voice in CPG innovation, directly driving new business wins:

  • A landmark global contract: Securing a highly prestigious speaker slot for CEO Guy White at Sweets and Snacks Las Vegas directly resulted in Catalyx winning a highly lucrative, milestone contract with The Hershey Company.

  • 51 pieces of media coverage secured in just 12 months across tier-one titles including The Guardian, FMCG CEO, Drinks Retailing, Food Manufacture, Research Live, and Cosmetics Business.

  • Major industry award wins including the QUIRKS, OPPIES, and the Innovation Awards.

  • Strategic broadcast placements, successfully booking Catalyx on four major industry podcasts (Behind the Workflow, Qual Unplugged, Deconstructing Data, and Talking Shop) and a key Confectionery News webinar.

The Brief

To support an aggressive growth strategy, Catalyx wanted to rapidly raise its profile and cement its place as a leading voice in CPG innovation.

The Right Agency was appointed to:

  • Position Catalyx as a leading innovator and industry expert across relevant tier-one titles and vertical sectors.

  • Establish Catalyx and its CEO, Guy White, as thought leaders to streamline sales introductions.

  • Secure strategic podcast appearances and highly coveted speaker opportunities to elevate the brand’s voice in front of potential clients.

  • Support growth and recognition by providing well-respected third-party validation through targeted industry awards.

Our approach:

We combined a proactive press office engine with a sophisticated thought leadership campaign. Leveraging Catalyx’s unique insights, we rapidly established excellent rapport with key food, retail, and research media.

Our execution focused on four strategic pillars:

Thought leadership: Working hand-in-hand with industry editors, we identified pressing market challenges to build compelling themes centred on building resilient categories and navigating the rise of private labels. We also built a phenomenal relationship with The Grocer, securing comment inclusion in multiple features covering everything from gourmet sauces and global flavours to M&S’s innovation strategy.

Vertical markets: We tailored these core themes into sector-specific insights, directly targeting key decision-makers across the food, beverage, cosmetics, and market research sectors.

Broadcast and speaking strategy: We actively pitched CEO Guy White for high-profile speaking opportunities and industry podcasts, allowing him to share his expertise on qualitative research and explore why food innovation often fails.

Awards strategy: We developed a robust awards roadmap that looked far beyond standard entries, deliberately spotlighting Catalyx’s innovation and excellence to secure major industry accolades.

The impact:

We delivered consistent, high-impact visibility that kept Catalyx top-of-mind for key FMCG decision-makers. By blending technical thought leadership with tier-one media dominance, high-profile broadcast appearances, and major award wins, the campaign armed Catalyx’s sales team with powerful, independent validation of its market-leading position. Ultimately, our strategic placement of the CEO at a premier global event delivered the ultimate ROI: securing a major, lucrative contract with Hershey’s.