Castle MacLellan is the UK’s leading branded pâté. In 2014, Castle MacLellan tasked Freshwater to raise consumer awareness of its collection of luxury pâtés in order to drive sales in the run up to Christmas, the brand’s key trading period.
Our team of food PR specialists developed a programme of proactive recipe-placement activity using a variety of diary dates – such as Bonfire Night and Burns’ Night - as hooks for PR. Using unique recipes devised by Castle MacLellan’s development chef and high quality photography, we targeted product placement opportunities with a range of print and online food and consumer titles such as Olive, Delicious and essentials.
We also conducted targeted sampling activity with a selection of influential key food writers and journalists at publications that would tap into Castle MacLellan’s target demographic.
In addition to the programme of media relations, Freshwater also devised a social media content strategy on behalf of the brand to reinforce the quality and versatility messages promoted in the PR activity across its social media platforms.
The six month campaign resulted in 57 million opportunities to see and the PR coverage secured came with an AVE in excess of £53,500 including in target titles such as Good Housekeeping, essentials, The Lady, MSN UK and www.goodtoknow.co.uk.
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