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.

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.”

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.

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