Brief: To generate interest in Ellsey’s product as it celebrates its 80th anniversary.
To drive local, regional and national interest to the company, we implemented various PR strategies aimed at targeting consumers, trade, business and lifestyle media throughout the year.
In celebration of the anniversary we created a tea party and launched a ‘desperately seeking Ellsey search’, through print and broadcast media both local and regional. The aim of the search was to invite those named Ellsey to the event to join in with the celebrations. The tea party was held as part of an annual garden party at Wigan and Leigh Hospice which Ellsey’s also sponsored as part of the company’s corporate responsibility pledge.
The event gained a double page spread in the local newspaper, coverage in a number of other local titles across the North West and was also promoted on BBC Radio Lancashire.
Other activities included a competition inviting local school children to design new lorry livery for Ellsey's fleet of vehicles. Winning designs were then printed on the vehicles, which travel the length and breadth of the country. Pupils whose designs were used received a gift card and donation for their school. This activity created positive word of mouth PR, enabled Ellsey's to engage with youngsters and educate them about vinegar, plus resulted in some positive media coverage.
The agency also organised an exclusive press preview evening following the creation of Ellsey's vinegar infused anniversary ale, created with the help of the famous Prospect Brewery. Journalists, bloggers and food writers alike turned out to taste the ale and find out more about the versatility of vinegar. The event was covered by the local press and cemented social media relationships, as many guests used Ellsey's Twitter account to talk about the press preview before and after the event.
Freedman Brown set up and managed Ellsey's Twitter and Facebook pages, allowing all elements of the campaign to be publicised further using social media. The introduction of social media assisted in Ellsey's developing relationships with a number of key stakeholders, raise the company profile and increase brand awareness.
In addition to these activities Freedman Brown also gained impressive coverage in a variety of trade, business and lifestyle publications including, The Lancashire Magazine, The Fish Friers Review, Fry Monthly, Food Manufacture Magazine and The Business Desk.