How ‘influencer gifting’ is ‘key’ to Meghan’s lifestyle brand PR drive: ‘Slow drip’ of posts by celeb pals who’ve been sent her American Riviera Orchard jam ‘keeps fans guessing who will be next’ (as expert suggests even Harry could get involved)
It’s been nine days since Meghan Markle started rolling out the first jars of jam to her famous friends, marking the start of her latest business venture, American Riviera Orchard.
The Duchess of Sussex strategically sent jars of strawberry preserves, made from fruit from the Californian enclave of Montecito, to a specially selected group of friends and celebrities.
However, only a small number of posts have emerged over the past week and a half, with only eight of the fifty ‘jamfluencers’ sharing a snippet of the product on social media with fans.
But while critics of the estranged royal family may be quick to wonder why only a few of Meghan’s newest circle of friends have promoted her business, PR gurus told MailOnline that the slow ‘drip’ of messages is ‘the key to success’.
Andy Barr, PR expert and founder of 10 Yetis, said Meghan’s product launch is a “classic move” straight out of the marketing book – adding it was “no surprise” after the Duchess hired a crack team to help at launch.
Prince Harry and even Meghan’s mother could also be used as tools to expand the brand’s reach, culture and brand, Nick Ede has claimed, as fans are left guessing which celebrity face could be next.
Meghan Markle has strategically sent jars of jam to her famous friends ahead of her brand’s launch
The Duchess of Sussex strategically sent jars of strawberry preserves, made from fruit from the Californian enclave of Montecito, to a specially selected group of friends and celebrities
Prince Harry and even Meghan’s mother could also be used as tools to expand the brand’s reach, culture and brand, Nick Ede has claimed
He said: ‘The key to success is trying to keep the story going for as long as possible. Get the word out about the launch, tick, and then keep trickling out more information every few days to keep people interested.
‘Most campaigns in the modern era involve donating ‘influencers’, but I would suggest that Meghan Markle’s influencer network is a little bigger than most.
‘Her little black book of celebrity contacts will be the thing of PR dreams and so her first product launch was always going to be a huge media success. The real test will come with her follow-up products and keeping people interested in what she does.”
Each of the pots is numbered from one to 50, playing into the trick of driving intrigue about the lifestyle brand.
Numbers 13, 17 and 19 are among those already sent out by culture and brand expert Nick Ede, suggesting Prince Harry or her mother Doria Ragland could receive pot number one.
He added: “The rollout of the individually prepared and numbered jam jars is a really strategic way to build momentum for the launch day of American Riviera Orchard’s website and range.
‘It’s a good way to create talk and keeps fans guessing who will be next post and who will be number 1. Ultimately it will be her mother or Harry, or maybe a surprise celebrity we hadn’t thought of.’
Alysa Beckner, head of Borkowski PR influencer Relationships, added: “Think of it as the uber version of handing out free samples at the supermarket, with glitter and the paparazzi in tow.
‘It’s all about creating buzz in the upper echelons, where a nod from the right A-lister can mean the difference between a product that languishes or the next big ‘must-have’ item.
‘Moreover, sprinkling stardust on social media turns the everyday into a craft trend. It will also attract the interest of major retailers who can boost it by bringing it to market.”
The usual suspects, including Abigail Spencer and Kelly McKee Zajfen, were among the first to receive a gift from their longtime friend Meghan.
Chrissy Teigen and her husband, singer-songwriter John Legend, joined the jam gang.
Kris Jenner became the latest of Meghan’s famous friends to receive a jam jar from her American Riviera Orchard
Meghan Markle’s close friend and former Suits co-star Abigail Spencer is one of the lucky 50 to receive a limited-edition jar of the Duchess’ new American Riviera Orchard strawberry jam
Meghan’s former Suits co-star shared a number of photos of her lying in the garden next to the jam in a bowl of oranges.
Meanwhile, parenting activist Kelly shared a video of the jam being spread on a slice of toasted sourdough in a clip titled “Mornings with American Riviera Orchard.”
Others who received the gift hampers, accompanied by a handwritten note from the mother of two, included Argentinian socialite Delfina Balquier and Diana Ross’ daughter Tracee Ellis Ross.
Netflix star Mindy Kaling and fashion designer Tracy Robbins were also on the list.
Last night, reality TV star and Kardashian mom Kris Jenner revealed she was the last to receive the summery-looking package.
Jenner didn’t pose in an extended photoshoot next to the item, but simply wrote “thank you American Riviera Orchard” with a yellow love heart emoji.
It came just hours after model Chrissy Teigen and her singer-songwriter husband John Legend joined the jam gang.
They shared a video of themselves making sandwiches with the spread while swaying to Bob Marley’s hit Jamming.
Culture and PR gurus have told MailOnline that Meghan’s friendship group has evolved to support her new venture, with an emphasis on those who also live in the Californian enclave of Montecito or are women in business. Pictured: The Duchess last week
American Rivera Orchard is a lifestyle brand that will sell products such as jam and cookbooks
‘We’re jamming!!’ read the message. ‘This might have been one of the best appetizers we’ve had all year – all we used is some rustic bread, salted butter, triple cream brie, thick cut bacon and some American Riviera Orchard jam!
‘Took about 8 minutes total and made us happy all weekend.’
Mr Ede added: ‘With Kris Jenner posting to nearly 53 million followers worldwide, the brand’s following is increasing daily on social media.
The way this has played out is cleverly put together to make the most noise over a simple jar of homemade jam. None of the talent will have been paid to promote the jams they make as support for their friend, which is invaluable.
‘This campaign is cost-effective and creates conversation. Whether people will buy the product once it goes on sale is another matter, but this drip campaign seems to be working.”
And it seems to work. Within three hours of launching its Instagram account last month, the company gained 100,000 followers in just three hours of the first post.
Now there are more than 612,000, despite nothing having been posted on the site or any further information revealed since March 14.
Chrissy Teigen and her husband John Legend have become the latest A-listers to join Meghan Markle’s select circle of ‘jamfluencers’
Mindy Kaling, award-winning writer and actress, is among the exclusive group to receive jam from Meghan’s first batch of American Riviera Orchard
Earlier this week it was announced that the Duke and Duchess of Sussex are hiring two more experts for their communications team, who work in both the US and Great Britain.
Charlie Gipson, who previously led PR campaigns for candy company HARIBO, Instagram and Samsung, will reportedly act as press contact for the couple in Europe in his new role as communications director.
Meanwhile, former United Talent Agency ace Kyle Boulia will handle communications for the Sussexes at home in Los Angeles as the couple’s deputy press secretary and director of communications for US media.
Limited information has been released about American Riviera Orchard, but a trademark application filed on February 2 this year shows that the company plans to offer downloadable and printed recipe books, tablecloths, textiles and jams and marmalades.