PIECES OF COVERAGE
Operation Fly Formula
With only a few days’ notice, Kendamil, a Britian-based baby formula brand, was given the green light by the FDA to ship its product to the United States, as part of Operation Fly Formula. Kendamil was the first international manufacturer to export formula to the United States amid the shortage, and Hollywood acted quickly to get the word out.
Hollywood first focused its efforts on writing and distributing a press release. It then coordinated a major plan/event with The White House and United Airlines to deliver 3.7 million 8-ounce bottle equivalents of formula to the United States via Dulles International Airport.
Hollywood was charged with media training Kendamil executives, generating national and local media coverage, supporting Kendamil at Dulles International Airport and developing a social media campaign.
Hollywood garnered media attention and secured more than one thousand pieces of coverage including NBC News, FOX Business, The New York Times and a live interview with MSNBC. The agency also secured one-on-one interviews with Fox 5 DC and NBC News at the event.
Hollywood’s efforts helped alert desperate families in need of formula for their babies.