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

Jinzu (Diageo Reserve)

Product launch case study

The Brief

  • Launch Jinzu to Global and UK trade media following the creation by bartender Dee Davies in Diageo’s ‘Show your Spirit’ competition
  • Ensure brand is positioned as a British gin with a Japanese twist vs gin-sake hybrid following confusion in the trade

FSC’s Response

  • Host one-on-one interviews and tastings with creator and brand ambassador Dee Davies
  • Create press materials and assets for wider media sell-in
  • Product mail-out to key on-trade media

The Results

  • 19 pieces of coverage achieved against a KPI of 12 with a reach of 75,000,000. PR value of over £235,000 and ROI of 46:1
  • 18 pieces of coverage included messaging of British gin with a Japanese twist vs gin-sake hybrid
  • Interviews and tastings held with 9 key trade journalists

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