Industry
Food & FMCG / lifestyle
Services
PR & media relations, product launches, product testing & reviews, influencer marketing, media & influencer events
Partner’s goals
Sage Appliances wanted to build stronger visibility in Poland around its premium kitchen appliances and introduce new products through communication that went beyond standard launch announcements.
A key part of the brief was product experience.
Coffee machines and other kitchen appliances are easier to understand when journalists and creators can actually use them, see how the technology works and explain the benefits through their own experience.
Our role was therefore to combine traditional PR with product testing, creator partnerships and face-to-face brand experiences.
Challenges
Premium home appliances sit at the intersection of several media categories.
A new coffee machine can be relevant to technology journalists, interior and design media, food editors, lifestyle titles and specialist coffee creators, but each of those audiences needs a different reason to care.
The challenge was to find the strongest angle for each launch and give the product enough credibility to earn more than a short product mention.
For appliances such as the Barista Touch Impress, that meant translating technical features into something tangible for the consumer. Media testing was particularly important because journalists could experience functions such as plant-based milk frothing and the machine’s guided coffee-making technology themselves.
Implementation
We ran ongoing PR around Sage product launches in Poland, combining proactive media relations with editorial testing and creator activity.
For the launch of the Barista Touch Impress, we introduced the product to journalists across technology, lifestyle, interior and consumer media. We organised dedicated workshops for selected top-tier editors, presented the appliance in person and arranged longer-term product testing with relevant publications.
This approach led to detailed editorial reviews in titles including Wprost, Weranda, Focus, CHIP and Magazyn T3, rather than relying solely on standard press-release coverage. T3, for example, tested the product in a two-page print review, while Focus and CHIP published dedicated online product tests.
Influencer activity complemented the media programme. We worked with food, coffee and lifestyle creators who could integrate Sage appliances naturally into their own routines and content, including long-term product tests, recipe content and demonstrations of the products in use.
We also created opportunities for journalists and creators to experience the brand together.
One of those activations was a dedicated coffee event with Przyjaciele Kawy in Warsaw, where media and influencers could test Sage equipment, learn more about coffee culture and interact directly with the products and specialists.
The event brought together 20 guests, including journalists and creators, and generated immediate social media visibility.
Results
The cooperation gave Sage regular visibility across technology, lifestyle, food and interior media while creating a strong product-testing programme around key launches.
The Barista Touch Impress secured detailed reviews and product features in publications including Wprost, Focus, CHIP, Magazyn T3, Weranda and Czas na Wnętrze, helping communicate the product through independent hands-on experience rather than launch messaging alone.
The Przyjaciele Kawy activation extended that approach into a live brand experience. It generated 46 online publications, with several additional pieces still in progress at the time of reporting, and achieved a combined online reach of almost 20 million. The event also generated 48 social media mentions from participating media and influencers.
The wider programme helped Sage build its presence in Poland through a combination of product launches, credible editorial testing, creator recommendations and direct relationships with media — giving each new appliance more than a single launch moment.
