OUR WORK

PUB17

Trade Show PR and Content Support

The Brief

  • Raise the profile and drive attendance of publicans and key industry figures
  • Work alongside media partners to promote the show
  • Organise and co-ordinate talks and seminars

FSC’s Response

  • FSC worked closely with PUB17 to collate a list of stand-out industry influencers and seminar topics and co-ordinated activity on the day
  • FSC ran the on-site press office, hosting media across the two days and supporting exhibitors at the show
  • FSC issued a series of press releases to create buzz and excitement ahead of the show

The Results

  • 32 pieces of coverage achieved with a reach of 1,872,828, AVE of over £82,800 and ROI of 14:1
  • A record-breaking number of attendees to the show – up 8% on 2016
  • A hugely successful and engaging seminar programme with over 570 guests attending across the 10 seminars

Felicity Cloake Book Launch

Media Launch Event

The Brief

  • To support the organisation of the launch event of award-winning food writer, Felicity Cloake’s book, The A-Z of Eating
  • Tier one consumer and lifestyle media attendance was critical, alongside a host of influencers and chefs to create maximum exposure, excitement and coverage

FSC’s Response

  • FSC’s consumer PR team worked closely with Felicity to collate a list of stand-out media, bloggers, influencers and personalities to invite to the event, which took place at a pub local to Felicity in North London
  • Felicity chose a selection of recipes from the new book to serve at the event
  • FSC hosted, ran the bar and ensured all guests were fed, watered and happy

The Results

  • 83 top-tier guests were secured and attended the event, including renowned chefs, key food and lifestyle journalists from national and local titles, well-respected bloggers and key industry influencers
  • The party resulted in an influx of book requests as well as national coverage

Roe & Co (Diageo Reserve)

Product launch case study

The Brief

  • Announce the UK launch of Diageo Reserve’s premium Irish whiskey, Roe & Co and a brand-new distillery, targeting trade media, specialist whisk(e)y writers and key industry influencers
  • Position Roe & Co as a premium product, created to reflect modern luxury and recruit new drinkers into the premium Irish whiskey segment
  • Closely manage the industry response to the launch of Roe & Co and field media enquiries

FSC’s Response

  • • To drive the core messages of the new product launch, FSC organised and closely managed an exclusive launch event, hosted by Diageo’s Head of Whisk(e)y outreach, Nick Morgan. The event was crafted to deliver brand education, carefully lead the product positioning and showcase the liquid credentials with the UK’s first tasting, led by Roe & Co brand ambassador, Peter O’Connor
  • In order to further communicate Roe & Co’s rich story and liquid credentials and further instill the new whiskey’s premium positioning, FSC implemented follow-up activity including a bottle drop to a wider target audience to introduce the brand and drive trial

The Results

  • 45 pieces of coverage achieved with a reach of 1,618,651
  • ROI of 10:1
  • 100% of coverage landed key brand messaging
  • 100% of coverage sentiment was excellent
  • 73% pieces of coverage included key imagery

WingYip

Social media case study

The Brief

  • Wing Yip, the UK’s leading Oriental grocery retailer, appointed FSC to promote its four superstores and drive traffic to the online store www.wingyip.co.uk
  • The campaign needed to address both trade and consumer customers
  • Position Wing Yip as the go to expert for genuine Oriental groceries

FSC’s Response

  • An integrated PR campaign combining media relations with hands-on management of Wing Yip’s social media activity
  • Supported by the publication of a new lifestyle magazine, Talking Oriental
  • Engaging with consumer and trade audiences through recipe ideas and relevant food, travel and lifestyle articles

The Results

  • Consumer coverage in titles such as The Daily Telegraph and trade coverage in titles such as Eat Out, B&I Catering and Wholesale Manager
  • A 20% increase in Facebook likes and comments, as a result of a competition to coincide with National BBQ Week

Carlsberg

Consumer Insights Report case study

The Brief

  • Build a greater understanding with the trade media on what Carlsberg has to offer beyond their lager
  • Maximise Carlsberg UK’s Consumers Insights Report 2014

FSC’s Response

  • A press release to announce key findings the on and off-trade media
  • Created a report using the research to sell-in to trade media
  • Social media execution for the Carlsberg UK Twitter account, allowing media to engage on the social media platform

The Results

  • 31 pieces of coverage achieved with a reach 4.5m and PR value of over £275,000 (Trade, national and regional)
  • 12 publications and trade media professionals tweeted about how the pub remains the number 1 leisure activity for UK adults
  • Positioned Carlsberg UK as an industry insight and thought leader