5W Public Relations Westside Market’s “Man Aisle” Case Study
2
1 What is now known throughout the country as the “Man Aisle” was a collaboration between 5W Public Relations and Westside Market NYC to create media awareness around the first-of-its kind grocery store aisle. 5W successfully strategized, implemented and managed the rollout of The “Man Aisle” to the media. The idea was inspired by an ESPN study that showed 31% of males now perform the household grocery shopping, up from 14% in 1985. The original idea was to create convenience for the ordinary man who simply wants to shop for his essential items and get out of the grocery store as quickly as possible. However, we evolved the idea, developing a more deliberate, centralized in-store destination, that we felt would best meet the needs of most “everyguy.” Thus, the "Man Aisle” was born. The story's exclusive was given to The New York Post. From this placement, a media frenzy ensued, with mass coverage from outlets including Associated Press, ABC World News with Diane Sawyer, Live with Kelly, The Today Show, The New York Times, Los Angeles Times, The Toronto Globe and Mail, Huffington Post, Yahoo! News, FOX National News, Fox News Live with Megyn Kelly, FOX and Friends, FOX Business, CNN America, CNN Newsroom, CNN Headline News, NPR, 1010 WINS, CBS 880, CBS News Network Radio, ALL NY Food Blogs, Taxi Cab Television, all local New York City FOX, ABC, NBC, CBS affiliates, and many more. Westside Market’s “Man Aisle”
5W Public Relations Westside Market’s “Man Aisle” Case Study
1. Westside Markets Man AisleWhat is now known throughout the
country as the Man Aisle was a collaboration between 5WPublic
Relations and Westside Market NYC to create media awareness around
the first-of-its kindgrocery store aisle.5W successfully
strategized, implemented and managed the rollout of The Man Aisle
to themedia. The idea was inspired by an ESPN study that showed 31%
of males now perform thehousehold grocery shopping, up from 14% in
1985. The original idea was to create convenience forthe ordinary
man who simply wants to shop for his essential items and get out of
the grocery storeas quickly as possible. However, we evolved the
idea, developing a more deliberate, centralized
in-storedestination, that we felt would best meet the needs of most
everyguy. Thus, the "Man Aisle was born.The storys exclusive was
given to The New York Post. From this placement, a media frenzy
ensued, withmass coverage from outlets including Associated Press,
ABC World News with Diane Sawyer, Live withKelly, The Today Show,
The New York Times, Los Angeles Times, The Toronto Globe and Mail,
HuffingtonPost, Yahoo! News, FOX National News, Fox News Live with
Megyn Kelly, FOX and Friends, FOXBusiness, CNN America, CNN
Newsroom, CNN Headline News, NPR, 1010 WINS, CBS 880, CBS
NewsNetwork Radio, ALL NY Food Blogs, Taxi Cab Television, all
local New York City FOX, ABC, NBC, CBSaffiliates, and many
more.After just two weeks time, on behalf of Westside Market NYC,
5W was able to garner over 280,000,000media impressions for The Man
Aisle initiative. 1 2. 2
