1.

Target audience and explanation

The target audience here would be women, health-conscious Gen Zers. While cottage cheese was
out of style for a while, it is now making a comeback through viral TikTok recipes and Gen Zers
on TikTok are hopping on the bandwagon. According to the Wall Street Journal, “people born
between the late ‘90s and early ‘00s, as well as older millennials have been ‘tossing tubs of their
grandmother's favorite weight-management tool into their grocery carts’" (Huff, 2023). Even
People dove into the mystery of cottage cheese’s comeback and attributed the new obsession to
the fact that it is packed with protein - “1 cup of small curd cottage cheese contains a whopping
25 grams of protein”. This People article experimented with some of the cottage cheese recipes
that can be found on TikTok including cottage cheese ice cream, cottage cheese vodka pasta
sauce, and cottage cheese pancakes (DeBianchi, 2023). After trying these various recipes, the
author of the article raved about the addition of cottage cheese in each recipe. It can also be
noted that Gen Z is part of what The Guardian calls a “Protein mania: the world’s new diet
obsession” (Wilson, 2019). Therefore, the high amount of protein in cottage cheese becomes
extra attractive to these health-conscious Gen Zers looking to find any reason to add more
protein into their diet. Cottage cheese is also healthy for various reasons besides just protein and
is therefore extra appealing to those who are on a health journey. Some of the health benefits of
cottage cheese include containing “calcium, vitamin A and K2 as well as protein. These nutrients
combined can help keep your bones and teeth strong” (Onque, 2023). I further narrowed down
the target audience to women because women are typically more health-conscious than men and
may find the addition of cottage cheese in recipes to be more appealing. According to BMC’s
Nutrition Journal, “findings are consistent that women are more health conscious than men- both
in general and in specific regards to their diet” (Bärebring, 2020). Overall, health-conscious,
women Gen Zers are the best target audience for The Good Culture’s cottage cheese because it is
packed with protein and can be added in various meals, helping this group attain their health
goals in the most delicious way possible.

2. Media list and explanation

1) POPSUGAR
a) Reporter: Kalea Martín
b) POPSUGAR is a “leading lifestyle brand that delivers inspiring, informative and
entertaining content across entertainment, fashion, beauty, fitness, food and
parenting” and “attracts a monthly global audience of 400 million” (Kohl’s
partners, n.d.). POPSUGAR’s content is read mostly by women in the age group
of 18 to 34 years old (Popsugar.com, n.d.). This media outlet makes sense because
it harbors plenty of content that is health and nutrition based. Under the “food”
section especially, there are plenty of articles about different TikTok recipes.
Therefore, the newer TikTok phenomenon, cottage cheese in different recipes,
would fit in perfectly with the content of the outlet. Kalea Martín is the perfect
reporter at POPSUGAR to reach out to because, according to the POPSUGAR
website, she “writes primarily about food and cooking” (Popsugar.com, n.d.). She
can be found as the author of several articles related to these different TikTok
recipes, and cottage cheese recipes seem like the perfect idea for her to try next.
2) Women’s Health
a) Reporter: Becca Miller
b) Women’s Health “has been a trusted, award-winning source of information on the
latest health, fitness, weight loss, nutrition and beauty news and trends. Serving
more than 44 million readers each month across all of its platforms, Women's
Health seeks to empower readers with tips and insights from the latest health and
wellness research and leading experts in the field—but presented in a fun,
engaging way that helps readers lead happier, healthier lives. The print magazine
is published 10 times a year by Hearst Magazines, while the website and social
extensions of the brand post new content multiple times a day” (About Women’s
Health, n.d.). It is the perfect media outlet for women, health-conscious Gen Zers
(and those looking to promote cottage cheese) because 1,118,000 18-24-year-olds
read the print version and 3,217,000 18-24-year-olds engaged with the online
version of Women’s Health, according to the Fall 2022 report. Just a few of the
audience statistics include that Women’s Health has 11,300 million followers on
TikTok and 16 million followers across all of their platforms (Women’s Health
Media Kit, n.d.). Under the “Health” section of the website, many healthy food
options are listed. This would be a great section for cottage cheese to fit right into.
A good reporter to reach out to for this particular topic would be Becca Miller.
According to the Women’s Health website, Miller “has been working in the Good
Housekeeping Test Kitchen since 2018, where she researches and writes about
tasty recipes, food trends and top cooking tools” (Becca Miller, n.d.). She would
be a solid selection of a reporter to talk about Good Culture cottage cheese and
some recipes to go along with it because she already regularly writes about
different recipes and would certainly do the brand justice.

3) Buzzfeed’s Tasty
a) Reporter: Merle O’Neal
b) Note: I will be writing my press release to Buzzfeed’s Tasty.
c) BuzzFeed's Tasty is described as "the world's largest social food network and a
leading global food brand" (BuzzFeedPress, 2021). This platform, known for
showcasing numerous food videos and recipes, has successfully engaged its target
audience—Gen Z—by creating recipes tailored to younger tastes. Recognizing the
dwindling attention spans of each new generation, Tasty produces videos that
typically range from 60 to 90 seconds (MyRichBrand, 2022). In addition to its
blog and website, Tasty shares recipes on YouTube, with approximately 66.31%
of its viewers being female (Website traffic, n.d.). Health-conscious Gen Z
women can find Tasty's recipes aligning with their wellness goals. Furthermore,
they can achieve their protein or health objectives by incorporating cottage cheese
into Tasty's recipes. For insights on incorporating cottage cheese into vegetarian
recipes and reaching health-conscious Gen Z readers, a good reporter to turn to
would be Tasty producer Merle O'Neal. According to BuzzFeed's website, Merle
"takes an honest and playful approach to wellness, creating educational and
entertaining videos that promote a healthy lifestyle" (BuzzFeedPress, 2019). She
 played a significant role in launching and growing Tasty Vegetarian. O'Neal is an
ideal point of contact for promoting Good Culture cottage cheese because she can
integrate it into her vegetarian recipes, expanding her reach among health-
conscious Gen Z readers who already turn to her for recipe inspiration.
3. Press release

FOR IMMEDIATE RELEASE

Contact: Keelyn Cranley, Communications Director
630-277-3409
[email protected]

Good Culture Invites Gen Z to Get Creative in the Kitchen with #TryGoodCulture
COLUMBIA, Mo. (Oct. 1, 2023) – Good Culture, a brand known for its commitment to crafting
delicious and nutritious dairy products, is excited to announce an innovative campaign aimed at
inspiring the culinary creativity of the health-conscious women of Generation Z. With a focus on
wellness and taste, Good Culture invites its Gen Z fans to take their own unique cottage cheese
combinations and creations to the next level by posting their recipes and using the hashtag
#TryGoodCulture.

As a brand dedicated to bringing a variety of dairy options to consumers, Good Culture

understands the importance of engaging with its Gen Z audience. With the recent interest of
cottage cheese on the rise, Gen Z has the potential to further integrate cottage cheese into the
daily diets of everyone around them by creating new recipes that involve the product. Good
Culture wants to tap into this newfound obsession over cottage cheese and encourage fans to
share their favorite cottage cheese recipe ideas using the hashtag #TryGoodCulture on social
media platforms such as Instagram, TikTok, YouTube and Twitter.

To make this campaign even more engaging, Good Culture is thrilled to announce a special
collaboration with the health-conscious and influential personality, Kourtney Kardashian.
Kardashian will not only create her own cottage cheese recipes using Good Culture's products,
but will also try and rate recipes submitted by Gen Z fans in a highly-anticipated YouTube video.
Kardashian’s favorite recipes will receive a special shout-out on the video.

"We are excited to see the Gen Z community embrace our cottage cheese in unique and
innovative ways," said Jesse Merrill, CEO at Good Culture. "By partnering with Kourtney
Kardashian, who shares our commitment to health and wellness, we hope Gen Z discovers new
ways to enjoy Good Culture cottage cheese. We are so excited for others to see the potential of
cottage cheese and the substance it can add to so many favorite meals. Our audience wouldn’t
suspect all of the potential the product has."

The campaign kicks off today, Oct.1, 2023, and will run until Oct. 31, 2023. Participants are
encouraged to share their creative cottage cheese recipes using #TryGoodCulture on their social
media profiles. To further engagement, Good Culture will feature select recipes on its official
website and social media channels.

Good Culture encourages everyone to get involved, get cooking, try new things and
#TryGoodCulture today. For more information about the campaign and to discover delicious
cottage cheese recipes for yourself, visit https://goodculture.com/.

###

About Good Culture:

In 2015, founders Jesse Merrill and Anders Eisner recognized the untapped potential of cottage
cheese, an often-overlooked superfood, to take a prominent role in the emerging real food trend.
They set out to revolutionize the dairy aisle by introducing certified organic, pasture-raised
cottage cheese that was free from stabilizers and additives. Good Culture leads the industry with
its line of organic, high-protein, low-sugar cottage cheese products sourced from family farms.
These products are known for their creamy texture without relying on gums, thickeners or
chemical preservatives. This innovative company remains steadfast in its commitment to using
only genuine ingredients in its ever-expanding range of cultured foods. The remarkable success
of their flagship product spurred them to diversify into other cultured food offerings, including
probiotic-rich sour cream. Good Culture proudly partners with 1% for the Planet, actively
supporting initiatives related to soil health and regenerative agriculture. Moreover, the company
holds a certified B Corporation status.
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