Roythornes recipe for success

Strategy / Content Creation / Public Relations / Social Media

Summary: From a standing start, we helped law firm Roythornes become recognised as one of the leading advisors in the £75bn food and drink market.

This was achieved through an integrated campaign of events, social media, research, sponsorship and media relations that generated over £300,000 worth of new income for the firm.

Tell me more

Roythornes is a successful law firm with ambitious growth plans. Based in Lincolnshire, it was already established as a leader in the agricultural sector when the firm’s directors made the strategic decision to enter the food manufacturing and retail market through the formation of a specialist food team.

The challenge

As an acknowledged specialist in food and drink, Pelican Communications was chosen as the partner to help deliver success. The challenge was to raise awareness of the firm in the food sector, build strong links with potential introducers of business and measurably increase the fee income from food businesses. Our aim was to begin winning new food clients within 12 months.

The Pelican approach

Working with the in-house team, we established a two-pronged strategy, firstly to split the food market down into smaller, easier to manage segments and create alliances with key organisations in these segments. Secondly, to significantly raise Roythornes profile through an integrated communications campaign.

The campaign consisted of PR and editorial, e-newsletters targeted at the food sector; the development of innovative content: such as a survey of social media use at food and drink companies, marketing collateral; attending food events, staging food sector events; social media activity, research and web development.

In many law firms, marketing is left to individual partners. What sets this campaign apart is that it is used a full range of communications tools in an integrated and strategic manner to target specific parts of the food industry. This enabled partners to speak to prospects that were already predisposed to the firm from a position of authority and expertise and as a result secure new instructions.

The result

Roythornes is now one of the leading advisors in the £75bn food and drink market and the campaign is directly linked to a significant amount of new income, including a number of sizeable new clients.

More than 80 pieces of coverage in key trade publications and there were over 4,000 subscribers to Roythornes’ food e-newsletter. A 100% satisfaction rate was reported at the company’s food conference and over 100 delegates regularly attending key company events.

As a result of the success of the campaign, Roythornes recruited three new partners with dedicated food industry experience to cope with the growing workload of the team.

Don’t just take our word for it…

The success of the campaign was recognised when it won Best Trade and B2B campaign at the Dare Awards 2016.

Pelican Communications is a specialist in the environment & CSRfoodpackaging & logistics and trade association sectors and offers a range of services such as strategy, design,  content creation,  public relations and people development.

Contact us for marketing and communications expertise.


A Soil Patch With Plants Growing In ItRoythornes Social Media InfographicFarmers Working And Harvesting CabbagesZero Hours Contract Blog From The GrocerPRCA Dare Awards 2016 Winner Logo