LUNA Sunrise and LUNAFEST

LUNA Sunrise is the first certified organic breakfast bar specifically designed to meet the nutritional and lifestyle needs of women. Targeting LOHAS ("Lifestyles of Health and Sustainability") women, LUNA had to be embraced by this influential, educated and highly communicative audience as not only a healthy and ultra-convenient product but as a brand that is profoundly committed to the health of women and the planet.

Access Communications launched LUNA Sunrise at the Natural Products Expo 2006 in March with a highly focused media campaign, a breakfast habits survey, and a celebrity moms seeding program. Among other things, the survey found that women who skip breakfast tend to have less vigor and consume more calories over the course of a busy day than those who ate a sensible, low-fat morning meal. LUNA Sunrise was positioned as the ideal grab-and-go breakfast for women.

To honor the brand's commitment to women's health, Access promoted the San Francisco premiere of LUNAFEST, a traveling film festival by, for and about women now touring 118 cities nationwide. Festival proceeds benefit the Breast Cancer Fund, a nonprofit organization that seeks to identify and eliminate environmental and other preventable causes of the disease. LUNAFEST was supported by a media relations campaign focusing on print, broadcast and online.

The LUNA Sunrise launch netted numerous long-lead stories, including a Woman's Day feature on the breakfast habits survey. The celebrity moms seeding program resulted in LUNA being prominently featured in a People Magazine story about actor Jennifer Garner's post-baby diet tips. Other feature placements included O, The Oprah Magazine; Us Weekly; Cosmopolitan; and InStyle. Newspaper coverage included dozens of metro dailies.

Long-lead circulation topped 14 million; total circulation, 45 million.

The sixth annual LUNAFEST premiered in San Francisco to a packed house at the 700-seat Herbst Theater. Half a dozen local broadcast stories were secured. The crown jewel of these was a six-minute behind-the-scenes feature by the local NBC affiliate, whose anchorwoman served as MC for the evening. Along with strong local print and radio coverage, the LUNAFEST premiere generated a positive buzz on DailyCandy.com, an influential website for women, paving the way for its success in the next 117 cities on the tour.