Launch the game-changing Cathedral City Plant Based to trade press
We implemented a savvy trade media relations strategy to achieve blanket coverage in key industry titles
Our trade coverage generated such excitement in the sector, it spilled over into consumer media too
As the UK’s number 1 cheese brand, we knew when Cathedral City launched its new Plant Based range it was going to be a big moment for the category. We were asked by parent company Saputo Dairy UK to announce the launch to the trade press and achieve maximum cut through in sector publications.
Having supported Saputo Dairy UK with their trade PR for almost two years, we knew exactly what we needed to do to make the headlines with this game-changing launch. What we didn’t plan on, was the product landing in chillers during the period of National Mourning, following the death of Her Majesty Queen Elizabeth II.
We decided to pause all comms until after the period of National Mourning had ended, but with the product already on shelf, social media was alight with rave reviews from happy consumers. This led to multiple press enquiries coming into the Pier team, so, based on the media’s appetite for the story, we decided to go ahead and release the news to ensure any coverage communicated our key messages.
Recognising The Grocer as the leading publication in the food and beverage sector, we offered the story to them first as an exclusive, drawing attention to the product’s unrivalled great taste and potential to reinvigorate the free-from cheese category.
After The Grocer had scooped the news, we then went out far and wide with our release targeting the general food trade as well as vegan-specific sector press.
Cuttings were coming in thick and fast, so much so that the consumer media started to take note too, with The Independent picking up the story.
Once the news had broken, we started to look ahead to trade feature opportunities. The Grocer’s Focus On: Plant Based was an obvious target, and we crafted a bespoke response which resulted in Cathedral City Plant Based leading the feature, profiled in both the main image, headline and NPD round up.
All in all, our launch activity resulted in 18 pieces of coverage, including three hits in The Grocer, and a reach of 9.5 million.
Pier, Unit 24, Basepoint Business Centre, 70-72 The Havens, Ransomes Europark, Ipswich, Suffolk, IP3 9BF
Company registration number 06531395
Pier, 77 Farringdon Road, London EC1M 3JU
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