The British Hamper Company Christmas press office

The British Hamper Company

| Press office

1.

Brief

Secure earned media coverage in Christmas gift guides for The British Hamper Company across two key audiences, consumers and corporate, on a national and regional scale.

2.

What Pier did

Pier’s Christmas PR campaign in the run-up to the festive period ensured The British Hamper Company was front of mind for journalists compiling Christmas gift guides. To strengthen the campaign, we engaged influencers across TikTok and Instagram through gifting.

3.

Impact

We exceeded KPIs across the board with 20 strong pieces of earned media coverage, 20 pieces of organic influencer content and a potential reach in the millions, leading to a booming festive season for the business.

Overview

Premium hamper retailer, The British Hamper Company, briefed in Pier to deliver its Christmas press office. Its biggest sales moment of the year, Pier was challenged to secure earned media coverage in national and regional Christmas gift guides. Targeting both consumer and corporate audiences, we were able to leverage the breadth of the inclusive hamper range, including their popular range of gifts for consumers with dietary requirements.

Using our well-honed media relations skills and contacts, we executed an extensive programme of outreach over several months, targeting print and online opportunities.

Influencer gifting on TikTok and Instagram was also delivered to amplify reach and awareness during the highly competitive festive period. Despite a late start in the season, the campaign results surpassed expectations, smashing KPIs and put the joy of a hamper in the hands of many more lucky recipients over Christmas.

Story

The British Hamper Company is known for its artisan hampers, hand-packed with quality British produce. The flourishing family business commissioned Pier to add extra edge to its marketing in the run-up to its busiest season of the year through a comprehensive Christmas PR push.

We wanted to make an impact on a national scale. Careful positioning was needed to ensure The British Hamper Company gifts had stand-out, and we maximised USPs in our outreach to fit with the opportunity.

National coverage was secured in well respected and high-reaching titles including The Telegraph, GQ magazine, Good Housekeeping and The Evening Standard.

To reach the important corporate audiences, we also achieved traction with regional business titles such as BusinessManchester to highlight employee gifting inspiration.

Social media is rapidly gaining on Google for search, so engaging influencers was a critical workstream. Strategically targeting micro and mid-tier influencers located in key countries of sale for the brand, we utilised influencers to tap into different audience categories and niches such as food, general lifestyle, luxury and fashion. Our chosen influencers couldn’t get enough of the beautifully curated hampers, resulting in impactful organic content from creators across the globe.

Overall, the campaign generated 40 pieces of content across earned media and organic social content, with an estimated reach of 163m.

If you’ve got a product you want to create a buzz around, why not get in touch?

The British Hamper Company Christmas press office