Food and drink PR team serve up success for first rebrand in 30 years

The rebrand of a much-loved family brand scooped up a host of media results after Food and Drink PR experts helped share the news.

Mackie’s of Scotland first rebrand in 30 years included a changed of the design on its packaging, an overhaul of their website and further marketing/ advertising materials ongoing throughout the year.

The new tub design is focussed on emphasising Mackie’s fresh dairy ingredients and taste which sets the ice cream apart from some competitors – an aspect we were tasked to convey in the PR material.

Our food and drink PR team shared the new look, bringing in the following results:

• 21 items of coverage
• 434,038 opportunities to see
• National coverage in The Scotsman (print and online) and Press and Journal
• Valuable specialist and trade coverage in The Grocer, A1 Retail, Umi, Packaging Scotland and Talking Retail
• Regional and local coverage in Edinburgh Evening News, Ellon Times and Huntly Express

To ensure the success of the story, HPR used a targeted approach for Local, National, Advertising, Marketing, Food and Business publications across the UK – as one of Mackie’s aims is to increase brand awareness out with Scotland.

Our team effectively executive the roll out by creating tailored pitches for Trade and English titles, as well as a different media release that included relevant information to resonate with the audience, and what they would deem as important.

This resulted in a host of coverage in a variety of titles across the UK, putting Mackie’s and their products in front of existing customers as well as new ones.

You can read the original release here.

To find out more about Mackie’s and its products visit https://www.mackies.co.uk/

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