Editors are bombarded with press releases–especially in major markets. So, when the region’s premiere snack food company needed to launch a brand new flavor they came to us! Targeted writers and editors received this box, featuring a graphic seascape and an enticing external message. Taking the experience one step further, as they opened the box they were greeted by the sounds of seagulls from a light sensitive sound chip mounted inside. Also inside, they found a few ocean themed trinkets and a fresh off the line sample bag of Herr’s new Salt and Vinegar Boardwalk Style chips….and a press release of course. The reviews of the product were great and so was the coverage. Thousands of dollars in media equivalency value resulted from this unique approach.