Second bite at coverage as stockists’ story is savoured by the press

Following major “world first” reveal of Lorne sausage-flavour crisps, Food and Drink PR ensures a further serving of high-crunch coverage

SO OFTEN it can be tempting to squeeze everything into a single story to create the maximum perceived impact.

When we first learned of Mackie’s Crisps’ limited-edition and “lorne sausage and brown sauce” flavour, we were able to work with the team behind it on a phased campaign.

First step was to simply reveal the creation of the flavour, which had the benefit of being labelled a world-first while talking up the evocative association of the beloved Lorne – or square – sausage.

This first story was an overwhelming success, with wall to wall coverage reaching more than 2.6 million opportunities to see, while driving a social media frenzy. The post detailing the campaign’s success can be found here.

Yet we had purposefully held on to the confirmed listings, knowing it would be a strong follow-up story, of interest to a wide range of the press as well as the Scottish public.

If you would like to read our original press release, click here.

The delicious results were achieved through carefully packaged Food and Drink PR and some of the highlights included:

27 pieces of coverage including The Scotsman, Daily Record, The Herald, The Sun
More than 2.6 opportunities to see across a variety of platforms and media
Online coverage reaching more than 1,307,000 followers, generating hundreds of likes, shares and comments
Follow up bespoke features and competitions with major publications

In addition, as part of the immediate follow-up activity, we coordinated an exclusive competition with Scotland’s top selling newspaper, The Scottish Sun, which received more than 350 entries to win a crisps hamper filled with the delicacy.

We also teed up a further exclusive, a “behind the making of the flavour” feature with DC Thomson, which was rolled out across Scotland’s two biggest regional titles, The Press and Journal and The Courier, as well as the Aberdeen Evening Express.