ATLAS MONROE

case study

Key Results

Formed partnerships with restaurants nationwide

Increased product sales

Consistent TV appearances in top markets across the U.S.

Continued growth of loyal customer base

The client

In 2014, Atlas Monroe’s founder Deborah Torres’ father was diagnosed with diabetes. She knew the cure wasn’t going to be pills and costly doctor visits. The cure was simply plants. To support her father, her family went on a raw vegan, organic diet for 90 days, and by the end, he was completely healed. The family vowed to never eat animal products again. During that time, she grew bored of eating salads and smoothies and began to experiment in the kitchen.

Thus, Atlas Monroe was born; the brand began to gain a loyal following after the family showcased their products and attended many food expos + festivals across the United States. Atlas Monroe was even recognized by Time Magazine’s Extra Crispy as the Best Fried Chicken at The National Fried Chicken Festival. Atlas Monroe is now a favorite of familiar names such as Lizzo, Jermaine Dupri, Tabitha Brown, and Jay Versace. Their entrées are comforting, global go-tos that many vegans often miss out on.

Atlas Monroe deep fried stuffed vegan turkey

The situation

We originally came across Atlas Monroe back in 2018 as we were researching companies that aligned with our values; vegan + sustainable goodness! At that time, Atlas Monroe was called Vegantion, and this was before the company was recognized by Time Magazine. We blindly emailed founder Deborah Torres and sent her a comprehensive PR strategy, but the timing wasn’t quite right. A year later, our phone rang, and it was Deborah with some exciting news; Atlas Monroe was going to appear on ABC’s critically acclaimed, Emmy award-winning show Shark Tank!

We were honored that Deborah had kept our proposal on-hand and decided to call us. The episode air-date was fast approaching, so we immediately got to work (while taking some tasty bites of extra crispy fried chick’n in between pitching: an added bonus of food PR).

Atlas Monroe made a decision on Shark Tank that shocked the world—they turned down one million dollars in order to maintain control and the integrity of the product. The vegan and plant-based press such as VegNews and LiveKindly were immediately supportive, but the challenge was getting the rest of the food world interested. We knew the key with Atlas Monroe was getting it into the mouths of the media and influencers—the instant they tasted it, the rave feedback rolled in. Vegans and non-vegans alike could not tell the food was made entirely from plants.

We were able to land Deborah Torres extraordinary cooking demos + TV interviews on national and local shows such as Hallmark’s Home & Family, Good Morning Washington, Good Day DC, and ABC7 Bay Area, to name a few, along with top-tier placements in VegOut LA, CNBC, Vegan Health & Fitness Magazine, and more.

Atlas Monroe has recently purchased an extraordinary facility in San Diego, California, and are rolling out their products in stores and restaurants nationwide.

Lena Rose PR implemented the following:

Streamline new messaging across all Atlas Monroe marketing + press materials, and update founder headshots
Strategic national media outreach surrounding Atlas Monroe’s Shark Tank appearance, while positing founder Deborah Torres as a businesswoman and an expert in the food industry
Highlight the product by landing in-person appearances and cooking segments
Work side-by-side with ABC to support additional opportunities surrounding the Shark Tank appearance
Secure and coordinate media + influencer sample requests
Collaborations with key businesses across the U.S.
Handle incoming media inquiries

ATLAS MONROE has been featured in:

Atlas Monroe Logos

Atlas Monroe visits talk shows as PR strategy

“Lena Rose PR was so professional and responsive!Exceptional services offered and rendered.

Loved being featured on Home & Family, ABC7 Bay Area, Good Morning Washington, and more! Charlotte and the Lena Rose PR team went above and beyond, submitting before our team a proposal and strategy, and believed in us way before we ever appeared on Shark Tank! We are so grateful for the services received!”