Family brand receives five-star rating thanks to Digital PR
THE EXPERT digital PR team at Holyrood PR ensured the success of the new Mackie’s of Scotland ice cream flavour by organising a send out to Scotland’s top foodies.
After the rave reviews and success of Mackie’s of Scotland’s chocolate orange honeycomb bar earlier this year, the much-loved family brand decided to launch the same combination in ice cream form.
Our digital PR team set to work organising sending out the new products to an array of Scottish foodie and lifestyle influencers and key food and drinks journalists, with highlights including:
- 10 foodie journalists and influencers trying the ice cream and sharing with their 31,000 (combined) followers
- Features in the The P&J, The Courier and Scottish Field reaching more than 104,294 people
- Securing shareable content for Mackie’s and permanent spot on an The Wee Larder and Tartan Spoon Instagram grid
- 82,837 opportunities for keen foodies across Scotland to discover the new flavour
The team at Holyrood PR worked with Tartan Spoon (11.6k), The Food Obsessed Mum (7,107), The Wee Larder (12.3k), Julia Bryce and Susan Welsh from The Press and Journal, Kenny Smith from Scottish Field, Brian Stormont from The Courier, Dayna McAlpine from Edinburgh Live, Caitlyn Dewar from Edinburgh Evening News, and John Milne from Tay FM.
The send out was a huge success as it amplified the initial press and online coverage generated from the press release, while reaching a host of new foodies around the country via social.
Working with specific food and drinks writers also helped to generate further coverage across an array of different media platforms including radio, social and online, spreading the news of the launch far and wide.
When influencers and journalists feature a new Mackie’s product, it doesn’t just put our client in front of current customers, it reaches a whole host of different people with a range of ages and interests, across Scotland – opening the doors to thousands of new potential customers.
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