Local café dishes out food pr success with simple idea
Monday, March 30th, 2020
on behalf of Surgeons Quarter
Media coverage success for an Edinburgh eatery which celebrated the month of January with stovies
Café 1505 on Nicolson Street ignited the capital’s passion for the age-old comfort food stovies, by serving a new recipe each day in January, as part of its ‘Burns Month’ campaign.
The team of professional chefs at Café 1505 recreated traditional stovies recipes alongside new concoctions sent in by members of the public.
To boost the campaign, Holyrood PR secured a media partnership with the biggest local newspaper, Edinburgh Evening News. This resulted in three major pieces of coverage across the month of January, with further hits in other local publications.
We split sharing the news of Café 1505’s ‘Month of Stovies’ into three stories. Firstly, we announced the Month of Stovies competition, sharing that those who entered were in with the chance of winning a two-night stay with breakfast at Ten Hill Place.
We then shared a story about two individuals who had entered their recipes into the competition. One of the individuals made their stovies the traditional way and another individual added a Chinese twist.
We showcased the weird and wonderful recipes that the café was receiving and making to encourage more people to visit the shop. By sharing these recipes in a popular Edinburgh outlet, we set out to inspire other individuals to start experimenting with their stovies.
For the last story, we shared the winning recipe and a bit about the chef behind it. The individual who won lived in England – showing just how far the news of the competition had travelled. The winning recipe beat 30 other entries submitted to Surgeons Quarter over the month of January, topping the sales figures charts and receiving positive reviews.
The Month of Stovies was received better than we had imagined, with members of the public getting involved from all over the UK. Our client, Surgeons Quarter shared with us that there were lots of new faces popping into the café thanks to the competition and their Facebook following increased by over 20% – sharing the message behind the café with a new audience.
The highlights of the campaign included:
- Overall opportunities to see: 87,481
- 7 Items of media coverage in print and online, across local and regional press
- Prime coverage in three top titles in Edinburgh – Edinburgh Evening News, North Edinburgh News and Edinburgh Live.
- Secured media partnership with Edinburgh Evening News for all three stories
Surgeons Quarter promotes, sells and manages all commercial activities held within the Royal College of Surgeons of Edinburgh campus, which includes Ten Hill Place Hotel and Café 1505. Surgeons Quarter’s profits go towards the College’s charitable objectives of improving surgical standards and patient outcomes worldwide.
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