// EXCEEDED TARGETS BY 27%
// PROVIDED A 7.69 ROI
// GENERATED 191 ITEMS OF COVERAGE
OBJECTIVE
Support FFB’s objectives of trade development, consumer awareness and business competitiveness of regional food and drink producers through communication of its corporate positioning as the market development consultancy for the British food and drink industry.
SOLUTION
A hard-hitting media relations campaign tapped into the public’s raised interest in the provenance of their food and drink. The campaign positioned FFB as the authority on the regional food market in the consumer and trade media, and supported FFB’s promotional calendar including sponsorship of English Wine Week and the British Cheese Festival, and attendance at shows such as Salone del Gusto. FFB’s EU Protected Food Name programme was also supported, through research and recipe development.
RESULTS
The campaign exceeded targets by 27% and generated 191 pieces of coverage in key national, lifestyle and trade titles. Highlights included a half page spread in The Times, a three-page recipe feature in Hello! and a monthly double page feature on sourcing regional produce in Caterer & Hotelkeeper.