The Challenge
• Fuel trend for a new cereal category whilst supporting listings in key multiples
The Solution
• Communicate LoveDean’s point of difference from other cereals as well as its all natural ingredients and health benefits through a hard-working Press Office
• Host a breakfast reception for key glossies, trade and national publication to showcase LoveDean’s versatility as a product – perfect for breakfast but also used as a cooking ingredient in crumbles, cheese biscuits, flapjacks, bread etc
• Communicate the family and ‘home-made’ ethos of the brand by introducing Lucy O’Donnell and her family to the media for interviews
• Sampling and Seeding at key London events, particularly during London Fashion Week, sampling backstage for the models to ensure they eat a healthy diet
• Supporting expansion in listings through trade PR. e.g. the announcement of listing in Waitrose
The Results
• More than 40 pieces of press coverage across key food, style, feature and trend columns including Sunday Times Style Magazine, The Independent Magazine, House and Home Ideas, Daily Express, Daily Telegraph, Woman and Home and more |
