Addo Food Group

Boosting consumer awareness of two of the UK’s best-loved snack brands and managing the corporate reputation of the UK’s premium producer of chilled savoury pastry products.

  • 304
    pieces

    of coverage

  • 16.7
    million

    reach

BACKGROUND

Our team is retained by Addo Food Group, the home of Pork Farms and Wall’s Pastry, to continually support the profile of the popular consumer brands as well as supporting its ongoing corporate communications strategy. 

OUR APPROACH

A strategy was quickly put in place to boost the consumer profile of Pork Farms and​ Wall’s Pastry, while supporting Addo’s profile in local and regional press. The team was also tasked with positioning Mike Holton, brand marketing manager, as a thought leader on the snacking industry within trade press. ​

New product launches were a central part of the solid media relations strategy, with creative campaigns planned to hit at key points throughout the year.

Supporting the improvement of both consumer brand websites was essential with optimised copy and digital consultancy provided.

The focus of the corporate activity was centered on maximising Addo’s LinkedIn page, in addition to ongoing crisis communications support.

Results

Over an initial 12-month period, the Pork Farms and Wall’s Pastry brands were featured in key consumer titles including Closer, Pick Me Up, Chat, The Sun, Daily Mail and Healthy Diet; blowing the results it had formerly achieved through PR out the water.

These 304 pieces of coverage equated to an audience of 16.7 million while the corporate activity has supported the Addo management team and built its positive reputation.

 

 

Press feedback

​”Your generous supply filled us up at a team member’s birthday tea and everyone loved them. They are deliciously flaky, and the filling is lovely and herbed. Really nicely balanced all around.”

Good Housekeeping magazine

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