Projects
FAIR.DRINKS
France
There’s nothing like an expert public relations campaign for reaching a 2.5 million readership.
The World’s first Fairtrade spirits brand, distributed by our client, Mangrove UK, came to us in 2019 with the objective of achieving coverage in consumer media titles
What we delivered
- PR
Our Approach
When FAIR, the World’s first Fairtrade spirits brand, distributed by our client, Mangrove UK, came to us in 2019 with the objective of achieving coverage in consumer media titles of their FAIR Vodka and Café Liqueur launch into Waitrose stores, UK-wide, we were excited by the PR potential.
With our extensive public relations knowledge, including how the PR calendar works, we quickly set our sights on the opportunities available, scanning the horizon for news and story potential. The timings we were working to were ideal for us to capitalise on both Fairtrade Fortnight in February and Mother’s Day, including the promotion of the perfect serve for an Espresso Martini.
Our Solution
We created a consumer media list of features’ writers of the national press, food and drinks writers from national supplements, lifestyle magazines, bloggers, food and drink publications and Fairtrade publications so that we could prioritise targets, organise pitches and distribute samples. We engaged in direct pitches to sell in the stories to journalists and media contacts, with an intense period of phone follow-ups, personalising stories to their requirements. We issued press releases about the launch and a mailer publicising Fairtrade Fortnight.
Our results were impressive. In the PR world where there is intense competition for consumer brand features, we achieved coverage of the FAIR drinks Waitrose launch in no less than 25 relevant consumer titles both in print and online, equating to a total potential readership of almost 2.5 million, including the BBC Good Food Magazine, the Daily Mirror and the Daily Record.
