Growing coverage and credibility in grocery trade media

Saputo Dairy UK

| Food trade press office

1.

Brief

For half a decade Pier was briefed to deliver trade PR services for Saputo Dairy UK brands.

2.

What Pier did

We delivered a watertight strategy to grow penetration of Saputo brands and key messaging in all key features, secured comprehensive news coverage and landed additional thought-leadership pieces.

3.

Impact

Results across almost all metrics grew year-on-year, growing Saputo’s coverage and credibility in key media and delivering a ROI of £1.98 per 1,000 people reached.

Overview

Pier and food trade PR go hand-in-hand.

You can read our thoughts on why believe engaging grocery trade media matters, here.

In the competitive world of dairy brands, Saputo Dairy UK needed a trade press office service that matched the credibility of its brands, such as Cathedral City and Country Life.

Pier delivered more than a press office. We continually evolved and elevated our strategy and output, ensuring that we weren’t simply reliant on our strong grocery trade media relationships – but that we provided compelling insight, commentary and news.

Pier’s work landed more than 1,000 pieces of earned media content.

 

Story

Pier’s trade PR services for Saputo Dairy UK was split into the cheese portfolio and the butters, spreads and oils portfolio.

This included Cathedral City, Davidstow, Sheese, Country Life, Vitalite, Clover, Utterly Buttery, Willow and Frylight.

Each brand had its own strategy and allocated portion of the retainer to ensure energies matched commercial priorities.

From The Grocer ‘Focus on’ features to Independent Retail News, Pier ensured Saputo and its brands had a respected voice in the UK’s best read trade media. Harnessing sales data with fresh insight – including our own commissioned research – we brought value to the reports most read by retailer customers.

Additionally, Pier uplifted activity to include consumer PR activations and influencer partnerships, to reach a wider audience, integrated to compliment above-the-line brand activations.

For dairy-free Vitalite, we worked with celebrity ambassador Ali Bastian to help promote the brands partnership with The Allergy Badge to train retailers in the importance of catering for food allergies in families.

Everyone at Pier that worked on Saputo Dairy UK is immensely proud of everything that has been achieved. In the most recent full year of activity, we achieved our highest ever conversion rate of 77% on feature submissions, achieved 271 pieces of earned pieces of media coverage and an overall estimated opportunities to see figure of 20m.

This widespread coverage supports sales conversations across the customer portfolio including grocery and convenience.

Whether navigating shifting priorities, tight timelines, or evolving brand strategies, you’ve consistently delivered with professionalism, creativity, and care.

Mujgan Hardy, Saputo Dairy UK

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