Speciality frozen trade PR

Fieldfare

| Trade press office

Brief

Fieldfare briefed Pier to help drive its growth in farm shops and delis, solidifying its position as a leading premium and loose frozen foods supplier, by growing its visibility through food trade PR

What Pier did

Pier has worked consistently with Fieldfare for several years to deliver a robust press office function. From regular feature commentary to leveraging sponsorships, we have utilised every opportunity to champion Fieldfare

Impact

From a front cover on Fine Food Digest to regular earned media coverage in Speciality Food, Fieldfare has credible and consistent visibility to buyers in all key influential titles

Overview

Pier works closely with premium frozen producer Fieldfare to champion its loose frozen food proposition through food trade PR. From a standing start to the front covers, Fieldfare is going from strength-to-strength amid consistent trade media visibility.

Story

Fieldfare was keen to elevate its presence in trade media, increasing awareness of its brand and understanding of its loose frozen food proposition, as well as product benefits. Previous PR efforts were ad-hoc and Pier was brought in at an exciting time of company growth and evolution amid a significant re-brand.

For Fieldfare, speciality and premium convenience retailers are its homestead, but awareness was low. Pier devised a hard-working strategy which has been rolled out over several years to achieve consistent visibility. Our relationships with key titles Fine Food Digest and Speciality Food have been at the heart of this programme – if you’re a regular reader, chances are you’ve seen Fieldfare.

Outside of this heartland, our trade media relations includes traditional grocery titles, convenience media and garden centre opportunities. We deliver copywriting and help elevate commercial opportunities, including Fieldfare’s sponsorship of the Farm Shop & Deli Retailer Awards with The Grocer.

We’ve run successful campaigns, including the Choose Loose campaign and run research on how we’ve become a nation of picky eaters, but we still love eating together.

We supported Fieldfare with a hugely successful sampling event at William Reed to support our media relations with their titles, including The Grocer, landing a fantastic piece with them.

Pier continues to keep Fieldfare front of mind for food halls, premium convenience retailers and other customers who love all that a Fieldfare freezer has to bring – fresh frozen food, served loose for convenience and with strong environmental credentials.

We love food trade PR. Get in touch if you’d like to know more.