Luxury pâté maker Castle MacLellan announced in 2014 that its parent company, Kavli, would be spending £5m on expanding its factory based in Kirkcudbright, Scotland. Castle MacLellan asked Freshwater to generate press interest and play a key role in managing the media at the factory opening, which would be unveiled in February 2015.
Working with the Castle MacLellan brand manager and other core members of the factory development team, we devised a compelling narrative, which highlighted the economic, business and food innovation benefits of the new facility while also communicating the brand’s ongoing commitment to its Scottish roots.
Freshwater then liaised with national and local journalists to secure attendance at the factory opening, coordinated a press tour of the factory and one-on-one interviews with the Kavli Group CEO and Castle MacLellan’s UK managing director as well as managing a photo call.
Media attendees at the launch included a film crew from BBC Dumfries as well as reporters and photographers from the Daily Record and lifestyle publication Dumfries and Galloway Life. National coverage around the opening was secured in The Herald and The Scotsman with the total broadcast, print and online coverage reaching over five million people.
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