Consumer food and drink PR
Key takeaways
Google reviews increased from 2*
%
of media coverage with key messages
Online hits, 19 of which had a domain authority of 30+
Overview
McQueens Dairies is a milk delivery firm based in Glasgow, Scotland, with other bases in Mansfield, Huddersfield and Warrington. A family firm for more than 21 years, it delivers milk and other selected items to residential and business properties.
With more than 50,000 customers and continuing to grow, the business was seeking a food and drink PR agency to enhance its reputation and increase awareness of its products and services in four regions across the UK, as well as increase its average Google review.
Objectives and planning
Our plan and strategy focused on encouraging current customers to share their views and experiences online, as well as placing positive editorial in key third party publications as third parties across both traditional media and the general public talking about the company in a good way would impact what potential customers thought about the brand.
Outwrite worked closely with the senior management team at McQueens Dairies to identify key topics, priorities, and strong news angles for the press releases and other content, creating a PR and comms strategy as well as a visibility plan, which scheduled in content ideas for the first few months.
We also drafted ten historic web stories for upload to its website, which was in the pipeline. This allowed for the new website to communicate the history and expertise of the company to current and prospective customers.
Tactics
Organic social media
Search engine optimisation
Strategic website copy creation
Media relations
Email marketing
Example media coverage
Key outcomes
Our campaign helped McQueen’s secure online media coverage across a range of key local and regional publications, including the Scottish Herald, Nottingham Post, and Huddersfield Examiner.
As a result, the coverage has boosted the brand’s online presence, with positive coverage showing up on page one for ‘brand + regional branch’ searches.
Additionally, our campaign to address reviews for branches also saw success, increasing the average Google review rating for the Warrington branch from 2.2 in June to 4.0 in August.
We were experiencing fast growth and needed support in establishing ourselves in the four regions across the UK where we had bases.
Outwrite was fantastic in securing excellent coverage, including in top regional publications and national media in Scotland.
The PR campaign raised awareness of our brand and its products and services, as well as ensured people had a positive opinion about us.
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