SMALL BRITISH MANUFACTURER
This is a small British company which has been manufacturing toasters in the UK for over 60 years. There has been very little marketing and certainly no PR in recent times.
Our role was to look at every aspect of the brand, photography and messaging and try and get recognition in the press so that it in turn could help the brand work with retailers. We secured coverage in a variety of high profile and high circulation publications including the Sunday Express, World of Interiors, The Daily Telegraph, The Mail on Sunday and Country Life.
Also, exposure on TV from cookery shows to a news item on British manufacturing on Channel 4 News. The company went on to discuss distribution with some large retail accounts.
Other PR Direct activity: introduced the client to a retail agent and advised on approaches to retailers
UK-BASED SUBSIDIARY OF INTERNATIONAL MANUFACTURER
PR Direct began working on trade and consumer PR when this cookware brand first came into the UK, and this has since developed into on-site marketing covering trade press, advertising (trade & consumer), exhibition stands, product development, promotional literature and activity, liaising with in-store demo companies, retailer support, web & social media updates.
Other PR Direct activity: involvement in consumer PR (TV shows/product placement; tried & tested features)
This client entered the UK market in the summer , quickly launching three distinct tabletop brands with House of Fraser and Debenhams. Our job was to push these brands through to the consumer media, as quickly as possible, to help establish the brands.
We focussed on a ‘fun and funky’ brand, popular in particular with ‘get the look’ pages in magazines and newspapers + bridal. This was closely followed by a more folk-inspired range, which proved to be the most popular across the board and finally, a tie-up with a high street fashion brand – the first time the fashion brand had launched tabletop.
Within three months of launching, this international client, previously unheard of in the UK, had reached an estimated audience of around 4 million including national newspapers, a top-rated TV food programme, consumer monthlies, a top-selling weekly magazine and influential blogs. Recently they have re-engaged PR Direct to promote a whole new concept brand for them in association with another major department store.
Other PR Direct activity: introduced the client to potential UK distributors and agents and advised on retail outlets to target.