For smaller brands with limited media budgets, online word of
mouth is critical. To generate prelaunch buzz for one of its new
hot cereals, organic food maker Amy’s Kitchen shipped out
samples before its release to several of the 50 or so vegan, glutenfree,
or vegetarian food bloggers the company tracks.When favorable
reviews appeared on these blogs, the company was besieged
by e-mails asking where the cereal could be bought