Aubergine named in ‘top agencies’ to watch in the North

It’s been a challenging time for PR and creative agencies recently across the board. But Aubergine has managed to weather the storm - and even thrive in it. 

In September 2023 we were named as one of Prolific North’s top eight ‘Independent Agencies to Watch’ for this year.

Our sustainability-focused creative PR agency was recognised for the range of campaigns we delivered over the past year, across the food, health and tech sectors.

Prolific North also noted the fact that over the last 12 months we’ve achieved a 50% increase in turnover to land a six-figure profit - plus we’re on track to achieve a turnover of £1m by the end of the year.

The judges also mentioned our ‘modern’ approach to working as we have fully embraced the remote working model - with a top notch freelance team to help the two directors, both of whom are former journalists, deliver outstanding results for clients.

Director Emma Gardner brings her expertise as a broadcast journalist who has worked for several years as a producer and reporter for shows like BBC's The One Show, Channel 4 News, and ITV News. She focuses on delivering creative media campaigns and content creation. 

Director Verity Clarke has more than 15 years of experience in a boutique agency setting. Her role involves delivering client strategy and spearheading new business development.

Our international team of senior consultants provide their expertise on a contracted basis - many are leading experts in their sectors.

Here’s an overview of our highlights:

1. We secured 20 new clients within a year, including renowned organisations such as Filippo Berio, childhood nutrition charity Vitamin Angels UK and Round Our Way (a climate change focused not-for-profit organisation) leading to a 50% increase in turnover

2. We were invited to the British Medical Association to deliver training in PR and journalism at a sustainability event for the NHS attended by senior professionals, highlighting our expertise and thought leadership in the field

3. We successfully ran a virtual booth at Bread and Jam, the UK's first food founders festival and were invited to speak at Leeds Sustainability Week

4. We were hand-picked to participate in the Max 10 Growth Scheme, a program for high-growth businesses. This opportunity involved 12 weeks of valuable training and mentoring 

5. We achieved a prominent position on Google's search results, with our agency website ranking on the first page for the search term "sustainability pr agency." As a result, we have experienced a steady stream of new business inquiries

6. We were recognised and added to The Drum's Recommended Agency Register based on positive client reviews. This showcases our commitment to delivering exceptional services. Ratings out of 10 included value for money (9.5), creativity (9), and strategy (10). An impressive 90% of our clients intend to renew their partnerships with us.

These achievements reflect Aubergine's dedication to delivering top-notch PR services and our commitment to driving success for our clients.

Reclaimed waste mermaids make a splash for World Ocean Day

Our task: To generate news coverage for an exciting media stunt for not-for-profit Be The Future focusing on educating children about climate change, whilst also highlighting the sheer amount of plastic waste in the sea for World Ocean Day.

Our strategy: To develop the story further, we ensured it contained lots of strong news angles and statistics. We then created a media package containing a press release and images to catch the eye of the media, including some spectacular mermaid shots in time for World Ocean Day. The campaign made a real splash!

Our tactics: A survey of 2,000 people in the UK by Be The Future shows over a third of parents (37%) would love to teach their kids more about climate change if they had the right tools or ideas. We utilised the findings to identify a strong, relevant figure. World Ocean Day on 8 June also added to the story as it gave us a current news angle and headline - Reclaimed waste mermaids make a splash for World Ocean Day.

Results: The story achieved outstanding coverage both in the UK and overseas in Sydney. Our Yorkshire mermaid Helen Hill made waves on BBC Look North, Yorkshire Post and Yorkshire Business Woman. Securing coverage in The Times was another big success- generating an estimated 37.3k views. And, to top it all off Sydney mermaid Sally Giblin made a special appearance on Channel 10 in Australia showing off her stunning tail.

Sydney Mermaid Sally Giblin (left) and Yorkshire Mermaid Helen Hill (right)

NHS underwater: Unprecedented coverage for a huge climate change issue

Our task: To generate news coverage around a report created by climate change not-for-profit Round Our Way focusing on flooding at NHS sites across the UK

Our strategy: To develop the report further to ensure it contained plenty of strong news angles and statistics, then create a media package containing a series of interviewees, press releases and images to catch the eye of the media. We were able to use our unparalleled knowledge as journalists ourselves to ensure the story we were presenting was as powerful as possible

Our tactics: We worked with the UKHACC (UK Health Alliance on Climate Change) to identify a strong senior health figure to give us a head-turning news angle and headline - then also a case study of someone on the ground at Yorkshire Ambulance Service. She in turn gave us some brilliant insights into how flooding was affecting the NHS, including flood waters coming right up to the door of 999 call centres, as well as a series of strong photographs which depicted the story effectively

Results: The story was syndicated by the Press Association which helped us achieve an incredible 176 pieces of coverage in less than two weeks, including five national pieces and 171 regional. This included hits in the Independent online, Evening Standard, Yahoo! News and MSN generating 1.3million estimated coverage views

As a result of the outstanding coverage, and work with the UKHACC, former BBC and Channel 4 News journalist and Aubergine co-founder Emma Gardner was invited to deliver a talk and training session to senior health professionals at the British Medical Association on how PR works and how to best prepare for broadcast media interviews

Floodwaters outside 999 call centre at Fairfields, Doncaster - Yorkshire Nov 2019

A day in the life of an Aubergine intern

Junior PR Account Executive Isabelle Ellerington-Holden joined us in May 2023. Join us as Isabelle shares her experience at Aubergine so far…

Well, where to start? Aubergine- what a wonderful team to be a part of.

I started my placement here last month- and I can already tell that the summer ahead is going to be very bright! My time at Aubergine up until now has been a whirlwind- a challenging yet highly rewarding journey.

Aubergine PR Intern- Isabelle Ellerington-Holden

So, what does a day as a Junior PR Account Executive at Aubergine look like? 

Getting straight to the grind, I begin each morning searching for potential stories for our lovely clients. Recently the focus has been all things heat-related, and I’m sure you can understand why! For those overseas and perhaps unaware of what I’m referring to, we’ve been in the midst of a heatwave here in the UK. And, gosh, hasn’t it been hot!

After carefully selecting any relevant press calls, I send these to Verity and Emma- awaiting their approval. While the geniuses work their PR magic, I log any coverage for our fabulous clients. And recently, we’ve enjoyed some huge successes. 

Diving deep under the sea for World Ocean Day on 8 June, our mermaid campaign for our lovely client- Be The Future- made a huge splash both in the UK and overseas in Sydney. In the run-up to the awareness day, I assisted in contacting journalists up and down the country- pitching our unique story. And as you can imagine, there was lots of interest! Who wouldn’t want a visit from a totally-mermazing spectacle?

Securing coverage in The Times, BBC Look North and Channel Ten in Australia (just to name a few) - the ocean campaign certainly made waves and truly marked Team Aubergine as experts in sustainability PR.

For me, seeing Yorkshire mermaid Helen Hill from Be The Future appearing on BBC Look North was a real highlight. Taking over 300 hours to create, made from hundreds of plastic bottles and other waste products, it’s no surprise that her spectacular tail wowed viewers.

Another key part of my role at Aubergine is managing our social media. With interactions online at an all-time high, maintaining engagement on platforms such as Instagram and Facebook is hugely important. 

And, of course, keeping our content current is vital. 

Last month, the first-ever Organic Textile Week took place in the UK- seven days dedicated to shining a light on certified organic textiles in the UK whilst also fighting greenwashing.

So, to mark the occasion I created an Instagram reel sharing the contents of the gorgeous organic goodie boxes, created by our awesome client Organic UK. 

The video featured the unboxing of a series of organic textile products and food goodness, accompanied by the classic hit by Sam Cooke- (What A) Wonderful World. And if we all strive to become more organic, it certainly can be a wonderful world!

In the world of PR, every day is different. And this is what I love most. There’s a real sense of mystery. With endless possibilities- as a Junior PR Account Executive at Aubergine, you never know what tomorrow may bring.

Aubergine shortlisted for PRMoment Award 2023

We are delighted to be shortlisted for an award at this year’s PRmoment Awards.

We are up for Media Relations Campaign of the Year for our work with eco pregnancy test Hoopsy.

After winning the PRMoment’s New Agency of the Year in 2019 and the Media Relations 2020 award, we’re going for the hattrick!

We have carved a niche within sustainability and have created head-turning campaigns which consistently beat KPI’s and contribute to the growth of its global clients. 

We were tasked with launching Hoopsy’s eco 99% paper pregnancy test to the UK market, creating a launch product release which was followed up with a series of emotive founder interviews, profiles and newsjacking.

The campaign achieved coverage with a circulation of 378 million in 77 titles including Women’s Health, Mail Online, the Mirror and Marie Claire. The coverage and media attention has opened doors for national retail listings such as Superdrug and Whitworths Chemists, and funding for the startup.

Aubergine’s co-director, Verity Clarke, commented: “We’re so proud that Aubergine has once again been shortlisted in the PRmoment Awards. We pride ourselves in our unique virtual team of experts, many of whom are former journalists, and our ability to meet so many different client briefs across numerous sectors. 

“Femtech and sustainability really are in our wheelhouse, so we’re thrilled our media relations campaign for Hoopsy has also been recognised. We’re now appointed on an ongoing retainer basis by the brand thanks to our success with this media push.”

Aubergine grows team following hat-trick of new business wins

We are thrilled to announce our first full time employee following a record-breaking hat-trick of new business wins!

Since January, we’ve secured £50,000 in new contracts with sustainability-focused clients Round Our Way, Be The Future and Foodsteps, helping us further to carve a niche in this space. 

We hired University of Sheffield graduate Isobel King on a permanent basis to help with account support, journalist liaison, social media and copywriting. Isobel joins our roster of 10 freelancers who support us with media relations, content, events and social media services.

Isobel, who received distinction in her Masters for International Public and Political Communication, has previous experience of digital PR, working as a Digital Communications Assistant for the Campaigns and Alumni Relations department at the University of Sheffield. 

Isobel said: “I’m so excited to join the dynamic team at Aubergine - it’s clear to see the agency is really going places and I’m really thrilled to be a part of their growth journey.”

Aubergine director and co-founder Emma Gardner said: “Our projected turnover is now set to triple in 2023, we couldn’t be more thrilled to add Isobel to our team. 

“Despite challenging economic times, it’s crucial brands and businesses use their communications to educate the public on their offering - so there’s never been a more important time to invest in PR.”

We’ve been working on a data-driven project for a new not for profit Round Our Way, to highlight the impact climate change is having on British families.

We’ve also been appointed to deliver a clever community stunt and press office for Be The Future, who are unleashing the power of families and educators to rewrite our climate story.

Foodsteps instantly produces data insights from across the entire life cycle of a food product. We’re launching the company’s latest industry report accompanied by thought leadership and press office.

Our PR and social media credentials in the sustainability space include successful campaigns for Filippo Berio, Hope For the Future, Organic September, WWF and London Food Tech Week.

Aubergine strengthens FemTech PR credentials

We are over the moon to be appointed by two FemTech businesses that produce sustainable feminine health care products!

Aubergine is responsible for generating media coverage for eco pregnancy test brand Hoopsy and &SISTERS, which makes plastic-free period products.

12.5 million home pregnancy tests are completed in the UK each year, causing a shocking amount of plastic waste to be sent to landfill. This, coupled with her struggle to conceive age 45 and single, inspired Lara Solomon to create Hoopsy - which manufactures pregnancy tests made from 99% paper. 

Founder Lara said: “I was inspired by the journalistic approach Aubergine took for amplifying my product, and I’ve already been delighted with the results so far. The brand has already been featured in several national news titles such as Grazia, Women’s Health, Daily Mail, Daily Mirror, Daily Express and Trendhunter.”

&SISTERS was created by mother and daughter duo, Lucy and Claire Lettice, who have worked to create conscious period products that are safer for women’s bodies and for the environment. 

Aubergine is working on &SISTERS’ newsjacking press office and thought leadership, focusing on key issues such as period poverty and women’s health.

Over a woman’s lifetime, over 11,000 mainstream disposable period products end up in landfill, taking between 500 to 800 years to biodegrade. The &SISTERS organic period products compost in just 18 months, so making the switch to a more sustainable option has a hugely positive impact.

Director and co-founder of Aubergine, Verity Clarke, said: “With Food Tech already firmly under our belts as a specialty, we’ve always wanted to carve out a niche in the FemTech space too. We’re delighted and proud to be working with both Hoopsy and &SISTERS as they’re both pioneering the way for sustainable feminine health care products.”

Creating a buzz for Organic September 2022

Our task: To create a high impact campaign for Organic September 2022 with the key message: “If nature had a voice, it would choose organic”

Our strategy: Actually give nature a voice for the first time by launching an online petition asking the new PM to take action to save nature in her first 100 days in government

Our tactics: We launched the petition on Change.org ahead of Organic September to build momentum and coverage in the run-up – we worked with renowned children’s illustrator Kate Pankhurst to create an image to encompass the campaign. We built on this with a head-turning press shot showing insects actually protesting holding miniature placards at an organic farm near Newcastle - this follow-up story was launched at the start of Organic September.

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Results: The online petition went viral with over 47,000 signatures – when it hits 100,000 it will be debated in parliament. We achieved 30 pieces of coverage including stand-out hits in the Telegraph newspaper, Delicious magazine and BBC Radio Newcastle

Aubergine serves up tasty Filippo Berio win

We’re excited to reveal we’ve been appointed as the PR and social media agency for world-leading olive oil brand Filippo Berio.

Aubergine has been tasked with the full gamut of PR for the brand; launching the brand’s latest sustainability report to the media, as well as managing its busy press office, organising press and influencer trips and delivering support to their in-house social media team.

Emma Gardner and Verity Clark, co-founders of Aubergine, at a Filippo Berio charity event in Otley.

Verity Clarke, one of our co-founders and directors, went on a full immersion tour of the Filippo Berio Villa and olive oil factory in Tuscany in May. Co-founder Emma Gardner also joined Verity at a recent charity event hosted by Filippo Berio at Buon Apps restaurant in Otley (pictured), which raised nearly £2,000 for a community defibrillator.

Verity commented: “Filippo Berio olive oil is a household name, so to win this as a boutique agency is big news for us. I absolutely loved getting under the skin of the brand in beautiful Tuscany - it was a delight to get to know the wonderful marketing team and learn about how their products are made. It was also very insightful to get a behind the scenes look of their incredible sustainability drive. We’ll be revealing more about this to the media about this very soon.”

Lisa Mullins, marketing manager, Filippo Berio said: “What attracted us to Aubergine was the experience of its founders and the fact that, being a boutique agency, they will work directly on our brand. Verity and Emma both come from a journalism background which means that their approach is very journalist-led. Its already clear to us how much they value the brand and how hard they will work to get us results - we’re very excited to see what the future holds.”

Aubergine is a virtual agency founded by former BBC and Channel 4 News journalist Emma Gardner and experienced PR practitioner, Verity Clarke.

We work with a crack team of specialist freelancers to deliver work for its raft of food, drink, health and tech clients. Aubergine has substantial PR and social media credentials in the food and drink space including successful campaigns for Glorious Soups, Chuckling Goat, Fitbakes, Amity Brew Co, Hilltop, The Duppy Share, One Year No Beer and Vitamin Angels UK.

We have also launched successful PR campaigns in the sustainability space for WWF, Hope for the Future and London Food Tech Week.

Creating media buzz around personalised rum bottles for Father’s Day

Our task: To takeover the PR and media relations on behalf of growing rum brand The Duppy Share after the current PR team ran out of steam

Our strategy: Create a full calendar of activity to create a drumbeat of news coverage maximising on seasonal calendar events. Focus on Father’s Day for upcoming launch of personalised rum bottles

Our tactics: For the Father’s Day launch, we created a master press release to issue to the press plus sent personalised bottle samples to journalists

Results: Within our three month contracted period we secured 10 pieces of coverage and generated an online readership of 142 million. This included stand out pieces in Esquire, Stylist, Shortlist and The Sun for Father’s Day

News generated research for climate charity Hope for the Future

Our task: To work with climate charity Hope for the Future comparing attitudes before and after the COP26 climate summit, then generate news coverage from the results.

Strategy: Working with Opinium to create two nationally-representative surveys before and towards the end of the summit, ensuring the questions would generate the most interesting angles possible.

Tactics: Working with our independent market research consultant to ensure the questions asked would generate the strongest responses. Creating a core national press release leading with the most newsworthy angles from the summit, which also wove in HFTF’s key messages. Interviewing case studies on a regional level, which were then weaved into a series of localised releases.

Results: In a two-week window, the campaign received 59 pieces of coverage with a readership of 448 million, including pieces in Evening Standard, Mail Online, the Independent and a swathe of regional media. Constituents used the media coverage to leverage meetings with their MPs to lobby on local climate issues.

Aubergine shortlisted for THREE major PR industry awards

We’re over the moon to announce Aubergine has been shortlisted for no less than THREE top industry awards, which are due to be announced in May.

We’re shortlisted for PR Agency of the Year at the 2022 Prolific North Champions Awards. At the PRmoment Awards 2022 we’re up for two gongs; Best Use of Research and Boutique Agency of the Year.

For the Best Use of Research award, we worked with climate charity Hope For the Future on two major surveys of the British population comparing attitudes before and after the COP26 climate summit.

We commissioned Opinium to carry out two nationally-representative surveys before and towards the end of climate change summit COP26, and used the results for national and regional stories which also included case studies. We worked with an independent market research consultant to write effective questions in order to create the best possible news angles.

In a two-week window, the campaign received 59 pieces of coverage with a readership of 448 million, including pieces in Evening Standard, Mail Online, the Independent and a swathe of regional media. Constituents used the media coverage to leverage meetings with their MPs to lobby on local climate issues.

Being shortlisted for Best Boutique Agency is big news for us. Winner of the PRmoment Awards’ New Agency of the Year in 2019, we’ve thrived since then in a challenging climate. Set up for remote working before the pandemic hit, our team of former journalists and PR experts consultants has levelled up its client base in 2022.

We’ve managed to carve a niche within sustainability particularly in food tech, a fast growth industry worth £250billion tackling climate change and a growing population’s health issues.

We’re proud to have created head-turning campaigns which consistently beat KPI’s and contribute to the growth of their global clients.

Our agency has seen a 50% growth in the last 12 months and makes a six-figure profit thanks to low overheads - all during a very challenging time for the PR industry as a whole.

The awards ceremonies are in May and we’ll be attending keeping all our fingers and toes crossed for at least one win - watch this space…

A healthy start to 2022 for Aubergine

It’s been a healthy start to 2022 for our boutique agency with two new business wins in the health and wellbeing space to kick off the year.

We’ve been appointed by GoBeDo to launch the brand’s new Immune Boosting Peppermint Gum to the UK market. Initial scientific studies show the product could be an effective method of protection against Covid-19.

We also secured a contract to promote online health coach Shelley Booth. Shelley is best known for the revolutionary Feel Look Be lifestyle and exercise program, but has just launched a new range of supplements to support optimal health. Aubergine has been tasked with amplifying the news of these new products as well as securing thought leadership opportunities for Shelley.

Shelley Booth commented: “So far, I’ve been really impressed by how nimble Aubergine are as a team. As former journalists they’re brilliant copywriters and I’ve been so happy with the coverage they’ve achieved for me already.”

Henry Colyer, head of marketing at GoBeDo, said: “Aubergine really stood out in the pitch stage due to their journalistic credentials - it’s obvious they know what makes journalists tick. I’m really excited to work with them to shout about GoBeDo’s new Immune Boosting Gum.”

Aubergine director and co-founder, Verity Clarke, commented: “We’re so thrilled to kick off 2022 with such a healthy start. Both GoBeDo and Shelley Booth are dream clients for us as they’re in the health and wellbeing space but they’re also both launching new and exciting products to market.”

Aubergine is a virtual agency founded by former BBC and Channel 4 News journalist Emma Gardner and experienced PR practitioner, Verity Clarke. The team has substantial credentials in the health and wellbeing space including successful campaigns for Surfaceskins, Glorious Soups, Fitbakes, One Year No Beer and Vitamin Angels UK.

We've brewed up a sustainable coffee roastery win

We’re thrilled to have been appointed by East London sustainable coffee roastery Volcano Coffee Works and Assembly Coffee to manage their busy press offices in 2022.

Following a successful three-month introductory period which led to coverage in the Mail Online, Metro, Women’s Health and Pick Me Up! Magazine, the brand has appointed our expert media relations team to lead their consumer and trade PR going forward.

We’ll be focusing on a programme of product placement, sampling activity, influencer support and thought leadership in the New Year to gain further traction in the media.

Both Assembly Coffee and Volcano Coffee Works are certified CarbonNeutral and have B Corp status.

Michael Cleland, co-founder and head of marketing of Assembly Coffee said: “We appointed Aubergine because of their unparalleled expertise in the food and drink industry. We’ve been very impressed with their work so far - they’re clearly passionate about what they do and being former journalists, they have a unique behind the scenes view of how the media operates. We’re very excited to be working with them in 2022 to further raise the profile of Assembly Coffee and Volcano Coffee Works.”

Aubergine director and co-founder, Emma Gardner, commented: “Assembly and Volcano Coffee Works are brands which align with our wheelhouse of expertise; drink and sustainability. There are so many interesting talking points in the world of coffee and with such a high quality product and bank of knowledge behind them, journalists are eager to hear what their team has to say. They’re the dream client to have on our books.”

Our previous campaigns include work for B Corp Dr Will’s, Organic Trade Board and sustainable cleaning products brand If You Care.

Launching a brewery during lockdown

Our task: To launch a Leeds-based craft brewery online shop during the pandemic

Our strategy: To have a drumbeat of news coverage using business, lifestyle and trade angles to maximum effect.

Our tactics: We created multiple versions of the same press release supported by striking photography fit for the relevant press

Results: Coverage secured in Yorkshire Post, Morning Advertiser, the Metro and several pieces in the Telegraph. The coverage has also led to collaborations with larger breweries such as Vocation, Kirkstall and Beavertown.  The coverage also served as social content and was shared online and trended within the craft beer community leading to on-trade listings, online purchases and wholesaler listings.

Standing Up For British Standards with WWF

Our task: To work with non-profit specialists Glimpse on behalf of their client WWF to support the hyper local campaign to Stand Up For British Food Standards in the wake of Brexit and target three key towns in the north of England.

Our strategy: To create a formidable news package, local artists were commissioned to build a scarecrow which give a nod to local history and personality. The scarecrows bring a serious message to the town that British food standards are under threat, while calling on MPs, food producers, businesses and shoppers to get involved in the campaign.

Our tactics: Supported with a far reaching YouGov survey, colourful press photography and thought leadership in a short, sharp 5-week campaign

Results: An audience of 4.8 million was reached with a £1.70 return on the investment (per £1 spent). Coverage secured on BBC Radio, Yorkshire Post, Dewsbury Reporter, Stoke Sentential and Bishop Auckland News

A product placement campaign with "buzz"

Our task: To work with honey brand Hilltop to create buzz for their NPD and current range to make honey more than an occasional store cupboard purchase.

Our strategy: This was the first time the brand had engaged a PR agency so we simply started with product placement, CEO profiling and added value through recipes and newsjacking

Our tactics: A steady drum beat of news releases, feature submissions and high-quality images and sampling. 

Results: An audience of 17 million was reached with a £31 return on the investment for every £1 spent.  Coverage secured on LadBible, Daily Express, The Sun, The Mirror, BBC, The Times and Olive

Maximising Tesco listing for healthy ketchup brand Dr. Will's

Our task: To maximise a new listing in Tesco for condiment brand Dr Will’s and increase brand awareness

Our strategy: Everyone has ketchup in the cupboard and associates it with big brands so we wanted to lead the conversation and become associated with a more modern way to enjoy condiments

Our tactics: To create a far reaching survey and compelling thought leadership content package alongside product placement and reviews. We backed up the credibility of our survey by using a food psychiatrist to analyse our answers

Results: Coverage secured in EVERY tabloid and broadsheet newspaper on the news stands. Campaign returned £45 for every £1 spent on PR