Food PR Case Study — Bravura Foods Veganuary

Food PR

Objectives 

Seizing the opportunity presented by the rise in veganism across the UK, our food PR client Bravura Foods asked us to build the profile of both the company and its senior management team. This included: 

*Raising consumer awareness of all Bravura Food brands within the context of the potential health benefits of veganism 

*Increasing the visibility of top-level management and the co-founder, Lisa Gawthorne (also an author and Team GB athlete)  

*Capitalising on greater sales opportunities presented by Veganuary— the UK’s month-long campaign to promote an animal product-free diet

Strategy & Plan 

*We pitched a number of profiling pieces to national print and online titles, including niche food supplements and general interest outlets 

*Vegan product round-ups were served to major digital and print titles with specific focus on leading lines Free From Fellows and Peanut Hottie 

*Shortlisting micro-influencers known to be Veganuary advocates, we mailed out gift packs containing product samples to secure mentions in blogs and social channels

*We secured a ‘brand-in-hand’ opportunity, supplying 600 samples of Little Miracles to a well-being event hosted by Southport and Ormskirk NHS Trust 

Food PR

Results 

Our food PR campaign secured the client:

*22 pieces of media coverage earned within one month— 275% over client KPI 

*7 media hits profiling Lisa Gawthorne— including Mail Online and The Sun

*13 consumer product placement features— including The Independent, The Sun, Daily Mirror and Prima 

*Total potential reach of 89,876,620

*Average domain authority of 68 for online hits— industry average sits at 20 

 *1/3 of coverage included a weblink to a retailer or Bravura 

*68% of coverage contained a Bravura product image