OUR APPROACH
The media campaign was split into two distinct phases with a focus on building media relationships through creative desk drops, followed by in-depth comment pieces with key trade journalists.
Fulfil
Breaking into the UK snacking market
BACKGROUND
With the exponential growth of Fulfil in the Irish forecourt and convenience market, the team was commissioned to launch the protein bar to a UK mainland trade audience. Fulfil’s founders needed to be positioned as key product innovators and all media relations had to communicate the product’s unique proposition in both confectionary and healthy eating categories.
Results
The campaign resulted in 11 news pieces announcing Fulfil to the trade food and drink market. A further four bespoke feature-length pieces were secured and drafted for key trade media, making an instant impact and introducing Fulfil and its founders to the UK scene.
The total audience reach for the media activity was 285,000 with the client particularly pleased with the team’s strategy to hit the most valuable trade titles, prioritising quality and long-term relationships over quantity alone.
Testimonial
“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 is 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