Award-winner’s commitment to local is a food and drink PR success story
A SUCCESSFUL Scottish butcher earned an avalanche of positive media coverage, after it underlined its commitment to independent suppliers and retailers.
Family-run McCaskie’s capitalised on its membership of Scotland Food & Drink to take up a discount public relations deal to tell its success story to an army of potential new customers.
As well as celebrating a major award for its black pudding, the long-established firm also wanted to highlight how it had turned down lucrative supermarket offers to work with independents instead.
Thanks to the food and drink PR experts here at Holyrood PR, we delivered results that were a cut above, including:
- 30 items of coverage
- 2,238,891 opportunities to see
- News stories spread across online, newsletters, social media and print
- Featured in the likes of The Herald, The Scotsman, The National, The Scottish Grocer, Greenock Telegraph and Bite Magazine.
- An exclusive in-depth feature in The Grocer.
The success was made possible after staff at the butcher spotted the “member discount” opportunity with Scotland’s Food & Drink – the membership organisation set up to champion the best of Scotland’s larder.
SEE THE DISCOUNT PROFESSIONAL SERVICES DEAL WITH SCOTLAND FOOD AND DRINK HERE
Our PR team arranged a painless onboarding process with the team at McCaskie’s to discover exactly what they wanted to achieve, while also learning key details about the business.
From there, we drafted two media releases, the first showcasing its achievement in becoming Scotland’s most awarded black pudding maker. Another about its unswerving commitment to staying local.
We steered both stories through a careful sign off process then tailored bespoke pitches to media across local, regional, national and trade publications, and because each story carried important key messages for McCaskie’s, the extensive coverage meant a Scotland-wide audience were informed about the unswerving quality of its products and unwavering commitment to the local economy.
Delighted with the results of the coverage McCaskie’s provided valuable feedback for our food and drink PR team:
“This is absolutely fantastic; very well done indeed!
“Delighted to see the excellent pieces in The Scotsman and The National print editions. That is absolutely fantastic exposure, on top of the online coverage.
“We are really pleased with what you have achieved. We are beginning to get McCaskie’s on the map!”
In addition, our PR team secured a bespoke feature in The Grocer, placing McCaskie’s amongst some of the leading brands in the UK food and drink industry and in front of key audiences.
After wrapping up the project, McCaskie’s left a glowing testimonial and were very pleased with the work our PR experts put in and the coverage we achieved.
“Just had sight of The Grocer article – it is amazing! The best article I have ever seen written about McCaskie’s!
Can I just say you and Holyrood PR have done an utterly fantastic job. The PR McCaskie’s has achieved has been a different league to what we have experienced before and surpassed our expectations.
We will absolutely look no further than yourselves for future PR activities; we have found an amazing partner in yourselves!”
SEE THE ORIGINAL MEDIA RELEASES HERE
To find out more about Scotland’s Food & Drink members discount, visit the professional services PR benefits: https://foodanddrink.scot/grow-your-business/member-benefits/professional-services/
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