Background

Food ingredient specialist Merchant Gourmet tasked Public with increasing brand awareness, driving sales and increasing market share by listings in the big supermarkets.

What we did

We knew attracting new customers beyond their already loyal ‘foodie’ customer base would be the most effective way to do this, but they had struggled to access mainstream media.

Public launched a two-tiered consumer PR campaign to reach both online  communities via blogs, social media channels and consumer websites, together with offline audiences using national, regional and consumer media.

Tactics employed included surveys, product placement, direct communication with influential bloggers, regular tweets and media releases, together with cook-along interactive videos for the ‘Ask Alex’ section on the website featuring Alex Mackay the celebrity chef.

The Results

22% YOY increase in sales.
20 new listings in major supermarkets.
Our ‘Bringing Merchant Gourmet to the masses’ campaign won two gold CIPR awards for the best use of digital PR and best consumer campaign.

Back to work