Trade PR (food and drink; corporate and business)
Key takeaways
New members
%
Media coverage with key messages
Pieces of trade coverage
Overview
Fairway Foodservice is a buying and marketing organisation, which operates on behalf of wholesalers based in the UK, Ireland and Spain. Founded in 1984 by five frozen food wholesale distribution companies, it has grown from a collective turnover of £7m in 1984 to £650.5m in 2016.
Fairway engaged Outwrite to undertake a campaign which would help build and enhance awareness of the brand, while also building trust with members to assist with its organisational goals of retention and attracting new members.
Objectives and planning
Liaising closely with Fairway’s senior management team to identify key topics, priorities, and strong angles, we devised and implemented a media relations campaign complimenting in-house marketing activity.
Key objectives for the campaign were:
-
- Achieve an average of six pieces of trade coverage per month,
- Average three pieces of local and regional coverage per press release focusing on Fairway members.
Tactics
Media relations
Expert commentary
Reactive PR
Thought leadership
Example media coverage
Key outcomes
Member retention and acquisition
The group grew from 17 to 19 members, with both new members joining in the latter parts of the PR campaign.
Media relations – trade
- Achieved 99 pieces of trade coverage (average – nine per month against a target of six)
Media relations – regional
- Achieved 17 pieces of regional editorial coverage on five press releases (average – 3.5 per release against a target of three)
Testimonial from Richard Ellison, marketing manager at Fairway Foodservice
Fairway Foodservice was so pleased with the trade PR campaign, it commissioned Outwrite as its food PR agency for a further 12 months.
Outwrite has exceeded our expectations by securing dozens of pieces of trade coverage.
The range of coverage is also impressive. A good mix of latest news articles, expert commentary pieces, and feature contributions is helping Fairway achieve its business and marketing objectives.
We allow Outwrite to speak to our suppliers and members without permission, which shows the complete trust we have in the agency.
Outwrite has shown a real commitment to being our PR agency and as well as attending events, the team has taken the time to get under the skin of our organisation.
PR and comms awards for this campaign
B2B integrated communications campaign
Corporate and business communication campaign
Food and drink campaign
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Foodservice company’s inaugural ESG report up for top industry award
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