Just how did our nuttiest story yet hit an audience of 3 million and counting?

by Chris Fairbairn

Saturday, May 12th, 2018

A peanut tap has proven the hidden power of the humble press release – by our PR agency in Scotland

Social Media Reach Infographic for Mackie's 19.2 Peanut Butter Tap PR agency in Scotland

THE press release is on its deathbed.


Or at least that is what countless hobby futurologists would have you believe.


In today’s fast-paced world and faced with our own diminishing attention spans, how can a page long text document, a relatively unaltered media relic, still maintain its relevance?


When brands increasingly look to the influencers ‘of the moment’ to dazzle an audience with a mere mention of a product, that square word doc really does look unglamorous, staid, so far beyond its sell by date the pages have turned crusty.


Yet appearances can deceive.


Call us anoraks (or worse), but a well-crafted on-the-money press release is a truly beautiful thing.


Every word is a prisoner – and it is carefully designed to flow, catching and keeping the attention of the most cynical readers in the world, those passionate and time-poor journalists.


It should appeal to those that want just that snippet of information – and it should contain enough to satisfy those that want to dig beneath the surface.


Despite the naysayers, it is still the medium that remains at the top of the pile when it comes to corporate communications (when done properly) – the tool that allows text based outlets, whether on the page or online to capture your story.


But what about the increasingly powerful and popular outlets that rely on viral, visual (most often video), content?


The most modern of results


LADBible and UNILAD. Two outlets known for being at the cutting edge of trends, producing modern, quick content for the most discerning viewers, who have typically grown up with social media and who look at hundreds of videos each week, or even day.


But what if we told you that we landed powerful and extremely far-reaching viral content with both, all stemming from an expertly written press release?


When we heard that our client, Mackie’s 19.2’s constant flowing tap of pure peanutty goodness was likely the first in the UK we instinctively knew of the visual potential it had.


In a world of instagram, paleo diets and #fitspo, peanut butter is having a bit of a moment – seen as a rich indulgent treat, especially with millenials.


After carefully pitching our story (read press release) to a video journalist contact at LADBible, we then proposed using another of our areas of expertise to make a feature even more appealing: PR video.


Our PR Video team collaborated with Mackie’s to provide a tasty video package, shot and loosely edited in a way that fulfilled LADBible’s requirements, the resulting video has since racked up more than 2 million views and counting – and has even been shared by Aberdeen Airport and Robert Gordon University.


Not content with reaching the equivalent of 40 full capacity Hampden Parks worth of viewers, we ensured further video coverage on UNILAD – reaching an extra 570,000 – along with local coverage in Aberdeen – and Scotsman Food and Drink.


The success continues – with further outlets whose modus operandi is to share viral video content uploading and sharing the video – and exposing the brand to an ever growing audience.
Most recently it has featured in LADBible’s own FOODBible page, which has again reached a further 50,000 viewers.

The LADBible / UNILAD results in a snapshot:

Social Media Reach Infographic for Mackie's 19.2 Peanut Butter Tap PR agency in Scotland




Every day we are telling the stories of our clients in a way that boosts their business in the media best suited to sharing their story and reaching an important audience.


Should you ever find yourself in a room with a marketing guru telling you why you should spend huge amounts on social, belittling the waning power of the media, feel free to tuck this nuttiest of stories in your back pocket.


Get in touch with our PR agency in Scotland


As you can hopefully now tell, we’re nuts about telling your stories to the world in a way that boosts business and team morale.


If you’d like to work with us, get in touch on 0131 561 2242, or by using the form below:

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Chris Fairbairn of Scottish public relations agency, Holyrood PR in Edinburgh

Chris Fairbairn

Chris Fairbairn is an Account Director with award-winning public relations agency Holyrood Partnership. He is part of an expert PR team delivering PR services to a wide range of clients from headquarters in Edinburgh, Scotland.

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