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Red Star Brands – FULFIL UK trade launch

Launching a brand new protein and vitamin bar to food and drink trade media.

285,000 audience reach
4 bespoke feature length articles
ALL target coverage achieved

Background

Food and beverage distributor, Red Star Brands instructed Cartwright to produce a trade-led PR campaign to celebrate the launch of FULFIL – a protein and vitamin bar – in WHSmith Travel stores in the UK.

Approach

Our campaign focused exclusively on engaging with trade media, using a two-stage approach to raise awareness of the product to potential suppliers and retailers as well as positioning FULFIL’s founders as key product innovators and establishing them as industry experts.

FULFIL occupies a unique place in the UK snack market, spanning both confectionary and healthy-eating bays which formed the focus of our campaign. Our initial phase involved an initial launch announcement to trade media outlets, followed by a period of more targeted media relations activity aimed at placing extensive features with key publications across snacking, forecourt, wholesale and snacking sectors.

Results

The FULFIL UK trade launch was delivered with great success, generating a buzz among key media titles about the new product as well as raising the profile of the brand’s founders, Niall and Tom.

Tapping into our extensive network of journalists within the food sector saw our media relations activity achieve coverage in publications specialising in all key sectors, as well as achieving feature-length articles in four target media outlets. 

  • 285,000 audience reach
  • 4 bespoke feature-length articles
  • All target sector media coverage achieved

"A pleasure to work with, Cartwright are experts in their field. Their strength of grocery trade press relationships is outstanding, achieving stellar pieces of coverage across multiple projects for Red Star and our brand portfolio. The team are exceptionally helpful and always on hand to offer advice, provide valuable insight and steer strategic vision. A true agency-gem and an asset to any brand team. "

Leonie Bond, marketing manager

Red Star Brands

Food & Drink PR

Cartwright Communications was instructed to deliver a trade-led PR campaign to launch FULFIL in WHSmith Travel stores in the UK, owing to the agency’s expertise in the food and drink sector and outstanding relationships with journalists.

Media Relations

Building a positive relationship with the media is an important part of any PR campaign, and our extensive contact base and in-depth knowledge of how the media works can help to raise your company profile and put you in front of your customers.

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A trusted relationship with the media is worth its weight in gold, and our roots in journalism help us to get the very best results.