Scottish PR agency delivers crunching media coverage after a long-term plan in joint venture is realised
AFTER a collaboration which spanned 13 years, a majority shareholder bought out Mackie’s of Scotland to take full ownership of the crisp and snacking brand.
Mackie’s at Taypack will be wholly-owned by the Taylor family after purchasing the remaining shares held by Mackie’s. The crisp and snacking firm will be rebranded next summer which will reflect the Taylor family’s ownership.
Following sustained investment from both families, Mackie’s at Taypack has become an award- winning partnership and has expanded its offering to include popcorn while producing more than two million bags of crisps each month.
Our PR team understood the enormity of this story and navigated a complex release to achieve superb media coverage.
Highlights Include:
- 30 items of coverage across print, online and social media
- 12,519,896 opportunities to see
- Coverage in The Grocer, BBC, The Herald, The Courier, The National and Yahoo
Our Scottish PR agency represents both Mackie’s at Taypack and Mackie’s of Scotland, and so it was important for our team to have open dialogue with each client, and that key messages from both families were represented in the media release.
To ensure this was carried out, online and in-person meetings were held to discuss the business move and to illustrate a positive narrative for both Mackie’s at Taypack and Mackie’s of Scotland.
A media release was drafted to incorporate all of the relevant points and both families took their time to review the story and to ensure they were happy with the end product.
Once an agreement was met on the media release, the next challenge was deciphering when to break the news. A decision was made that we would release the story shortly after the deal was made official to prevent any media leaks and to have control of the narrative.
Our team utilised their contacts within the food and drink sector, contacting journalists at key publications and national outlets to ensure a wide breadth of coverage.
As a result of the major news, we were inundated with media enquiries from the nation’s press to learn more about the deal. Our team navigated each response and provided full autonomy to both families on what the responses would be for each enquiry.
Through a carefully planned project, the story excelled in the media with both Mackie’s at Taypack and Mackie’s of Scotland satisfied with the overall response and recognition.
If you want to find out more about this new venture, read the original article below:
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