Consumer PR / Retail PR / Retail/Consumer
Raise consumer awareness of Maldon Perfectly Crushed Original Salt Grinders. Communicate the product’s unique selling points and availability in UK supermarkets.
We therefore seized the opportunity to devise and implement a full PR launch campaign.
Leading with the news hook of the new supermarket listing, we created and delivered gorgeous recipe box press hampers (containing a personalised recipe book and all the ingredients to make peanut butter cookies featuring Maldon Salt) to key consumer and trade press, as well as providing a media bank of incredible seasonal recipes and photography from top chefs featuring Maldon Salt.
With a hard-working press office in place throughout the season we were able to target and seize upon news, product and recipe placement opportunities which catapulted Maldon Perfectly Crushed Original Salt Grinders into the media spotlight and in turn into the public’s conscience and their shopping baskets.
We exceeded KPIs across every qualitative and quantitative measure set. We achieved more than 20 pieces of coverage across target media including Daily Mail, Sunday Express, Love Food, Foodepedia and many more, with a reach running into millions.