Brief: To heighten their product profile and raise awareness of their range at a national level.

Our team focused on an outdoor novelty product, the Beard Beanie, created in America, and officially launched it at the UK Gift Fair and Ski and Board Show at Birmingham's NEC.

Targeting the national press and gifts industry, we teamed up with Kendal Town FC in Cumbria for a photo call with a difference with the entire team including the manager sporting the Beard Beanie and later Kendal Women's FC.

Utilising social media and harnessing the power of the national press, the subsequent photographs and story appeared in the Daily Mirror, Daily Express and The Times plus local and regional media. The story also achieved global coverage via picture stories in 17 countries from Asia to Australia and the US.

The product was also at the centre of Movember - the worldwide fundraising campaign aimed at raising awareness of men's health issues and Decembeard with a tie in with Bowel Cancer awareness. Stars including Matt Dawson, Jason Robinson, Ryan Giggs and even Harry Redknapp were all pictured sporting the Beard Beanie and pre-Christmas sales hit an all-time record. 

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Freedman Brown Communications Ltd
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Wigan, Lancashire, WN3 5BA

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