New product launch for iconic baking brand

Homepride Baking

| Consumer PR

Brief

Homepride Baking commissioned Pier to execute a consumer PR launch for its new range of baking spreads

What Pier did

Pier targeted consumer lifestyle media with recipes, product placement, and reader competitions

Impact

We put Homepride Baking and their new spreads at the front and centre of consumers’ minds, reaching nearly two million people through the likes of Waitrose Weekend, Prima, and Baking Heaven

Overview

One of Britain’s most iconic brands, Homepride’s premium quality flour has been a baking staple for decades. When the brand added ready-to-use baking spreads to its range, Pier was asked to support the NPD launch with consumer PR. From recipe development and mouth-watering photography, to intensive media outreach and sell-in, Pier ensured news of the NPD featured in the top consumer titles.

Story

Having supported Homepride Baking with consumer PR activity for its range of flour, the Pier team relished the opportunity to launch its new baking spreads to the consumer press.

We started off by creating a suite of tempting new recipes, ideal for home-bakers to try themselves, that showcased the product’s baking credentials. To bring these recipes to life, we captured mouth-watering photography of each of the bakes.

We then used these recipes and images as assets for our PR activity, placing them in some of the top lifestyle publications.

Running alongside the recipe placement was journalist engagement with the offer of samples, and we also targeted the product pages too.

The final part of our strategy was reader competitions placed in top tier consumer titles, offering people the chance to win a KitchenAid mixer along with a bundle of Homepride Baking merchandise.

This multi-faceted approach enabled us to capitalise on the variety of different consumer coverage slots available, and saw us reach almost two million people. We secured nearly 30 pieces quality earned media coverage in titles such as Waitrose Weekend, Prima, and Baking Heaven, engaged journalists from Metro, Good Housekeeping and Bella with samples, and generated 275,000 competition entries.

If you’ve got a new food and drink product launching soon, we’d love to support you with some consumer PR activity, so get in touch.