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Branston: Seasonal Spuds (Cornish Potatoes)

An integrated PR and digital campaign to launch Cornish new potato season.

6.4m media audience reach
6.7m social audience reach
347% CTR target exceeded by

Background

Branston, the largest supplier of potatoes in the UK, instructed Cartwright to produce an integrated PR and digital campaign to support the launch of the Cornish new potato season as part of its ongoing consumer initiative Seasonal Spuds. A campaign would seek to raise awareness of Cornish new potatoes.

Our approach

We developed a two-strand campaign, targeting both B2B and B2C audiences, focussing on Cornish potatoes’ unique flavour, how they are different from other products on the market and their British agricultural heritage by putting the spotlight on producers.

Our consumer campaign focussed on working with influential food bloggers to produce exciting and engaging content in the form of a free-to-download recipe e-book as well as a series of competitions and social media incentives. This was then be used create video and social media content – with shareability at the core, encouraging engagement across multiple platforms. Coupled with a proactive media relations approach, we effectively reached out to both on and offline audiences.

We also undertook B2B PR activity, using a programme of media relations activity to engage with key trade publications.

Results

This was a hugely successful campaign, which far exceeded targets agreed at the outset both on and offline.

Our media activity across both trade and consumer titles reached 6.4 million people, with coverage achieved in key titles. Influencer and blogger activity saw significant direct traffic generated to e-commerce pages as well as encouraged more than 1,300 downloads of the online recipe book.

Social media content was also very well received by consumers; Seasonal Spuds saw likes of its Facebook page increase by nearly 70% during the campaign, with content reaching nearly 7 million people during the campaign period.

  • 6.4m media audience reach
  • 6.7m social media reach
  • Click-through target exceeded by 347%

"Their integrated approach to campaigns has been fantastic from securing column inches and working with online influencers to creating engaging social media content. When it comes to trade PR, Cartwright keep an eye on the trends and opportunities helping us to raise our profile within the industry as a leader in our field and know exactly what journalists are looking for."

Jackie Baker, communications manager

Branston

Cartwright Communications was asked to devise an integrated PR and digital campaign to launch the start of Cornish new potato season, thanks to the team’s wealth of expertise within the food and drink sector and creativity in delivering multi-channel campaigns.

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