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

Organic September's shop in a tree

Our task: To maximise the publicity for Organic September (Aubergine appointed 10 days before 1 Sep 2020)

Our strategy: To create a media stunt, survey and compelling thought leadership content package to target every last minute opportunity possible in a short timeline

Our tactics: Held a pop up organic shop in a tree in central London for journalists, influencers and members of the public learn more about the benefits of shopping organic

Results: Coverage secured in Telegraph, Guardian, The Sun plus trade and regional titles