Sweet launch success leaves customers wanting more

Mackie’s of Scotland newest chocolate reveal hits the right spot with the help of Food and Drink PR Experts

AFTER two years of taste testing in the making, Mackie’s of Scotland’s newest chocolate flavour launch secured media and digital hits across the country.

The first new chocolate flavour since the original range hit supermarket shelves, the launch was big news for Mackie’s and required a carefully crafted integrated PR and digital plan

The indulgent chocolate bar, made by combining milk chocolate with honeycomb ‘dust’ infused by natural Jaffa oil essence, was officially revealed at The Taste of Grampian’s virtual 2020 festival.

To ensure the launch was a media and digital success, HPR’s PR plan incorporated everything from a social media mini campaign of teasers to a media release and product send out to relevant food and lifestyle journalists and regional newsdesks.

The creativity of this product launch helped Mackie’s stay on trend and engage with new customers whilst also spread the news amongst influential supermarket buyers and industry leaders.

Some highlights included:

• A top feature in The Times (in print and online)
• 14 items of coverage
• Over 148 reactions and 50 comments to the reveal on Mackie’s Facebook account
• More than 129,496 opportunities to see
• Impressive coverage in The Times, Tartan Spoon’s weekly roundup, Huntly Express and Scotland Food and Drink

The campaign helped put the news right in front of chocolate lovers across the country, creating excitement around the newest launch with a frenzy of likes, comments and shares on social media.

Mackie’s created a buzz on social through teaser posts and video content, sharing the news with their loyal fanbase and attracting new followers and potential customers.

Our successful food and drink PR meant that the chocolate launch was also featured in trade publications, sharing the news with potential supermarket buyers and further promoting the Mackie’s of Scotland business.

Following extremely positive feedback on the chocolate orange bar, Development Director Kirstin Mackie, believes this could be their most popular flavour yet.

Stay tuned, as we reveal the stockists very soon…

Read the original story here.

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