The James Collective implemented a highly strategic, holistic public relations program to successfully launch Spring & Mulberry to a national audience and harness continuous visibility years beyond the launch. We leveraged highly personalized media relations, influencer and tastemaker seeding, partnerships, and affiliate PR to steadily grow its legions of devoted fans, while scaling DTC, grocery, and retail channels. Our successful strategic programming ensured that Spring & Mulberry would benefit from sustainable, long-term growth—creating community as much as customers. Along the way, the better-for-you sweets category got a serious glow-up.