B LAB

There are companies and then there are B Corp certified companies – and yes, Canela is a proud and active member of this movement in Iberia. After naming a new leadership in Portugal, B Lab wanted to raise the brand awareness, attract current certified companies to be active community members and increase number of certified organizations.

The priority in this launch momentum was to introduce the organization to the Portuguese media, as it was still very unknown. By showing who B Lab is, what they stand for and how B Corps are creating a measurable impact in society, governance and environment, we were able to engage journalists to join the movement by writing about it. 

In just 3 months, we managed 7 interviews with national and business media such as TSF radio and Jornal Económico, informal one to ones with journalists and a newsjacking around COP28. In total, we reached an audience of more than 500K people.