A collaborative and creative approach between Firework and Taste Northwest led to a successful launch and key media coverage.
Firework PR was appointed by Taste Northwest following a competitive pitch against several other agencies in the North West. The brief was to launch the food and drink agency into the North West, taking the company to market via a brand building campaign.
Firework PR developed an awareness and credibility building strategy. Working with the team, Firework developed a messaging framework that helped ensure compelling story-led content. An influencer programme was carried out to work with high profile celebrity chefs who acted as champions for the programme, to ensure the PR activity caught the attention of the media, bloggers and on social media channels.
Firework then carried out a PR launch to key target audiences including regional, hospitality, food and drink as well as business media. Tailored stories for each media sector were issued as well as instigating a social media campaign designed to gain hits to the Taste Northwest website. This creative content-led approach ensured that the investment in PR was maximised, as it was also used to populate the website with SEO-rich material.
The campaign secured strategic coverage in key media as well as putting Taste Northwest on the map as a commentator on food and drink issues. High profile industry chefs were included as references in the coverage, adding credibility to the programme. At a business level, the strategic messaging and brand building workshop delivered a set of core messages and stories ensuring the delivery of consistent communication across the company. This also meant it was easy to measure success of the PR campaign in resulting coverage by tracking message delivery.
"Firework PR offered a fresh approach. Their proposal stood out from competitors with well considered, creative ideas that demonstrated the value of our company. It showed an understanding of our business with a transparent return on investment. Being able to differentiate our offering from others was critical and the team were very easy to work with."Mark Loynton, co-founder and director of Taste Northwest Limited