The deal was worth around £58 million – relatively small in national terms – but a huge milestone for the company nonetheless. Our client was especially keen to appear in the national business press. As a private company not listed on the London Stock Exchange, this was a tough challenge.
We knew that creative photography would help to boost coverage. Our food PR team spent a painstaking day creating images that fizzed with life. From hundreds of pictures, we selected approximately twelve to use for our media sell-in.
The campaign resulted in major coverage in the Financial Times, Daily Mail and The Times, as well as extensive local and trade press coverage. In total the campaign created over 50 cuttings, which reached an audience of 13.5 million. The exposure boosted the company’s UK profile and confirmed its position as the UK’s leading independent sugar confectionery company.