1st August | Lauren Gimbel back

An Even Better PR Campaign

At Richmond & Towers we like to focus on being the best and ‘betterment’ was at the root of our campaign for Irish porridge oat company Flahavan’s.  Our PR and social campaign #BetterYourBreakfast was the best yet for the brand, resulting in a rise in sales volume of 11%. More and more consumers realise that getting a good start to the day with a wholesome breakfast will make you feel better and keep you going for longer.  Sounds simple in principal but we all know it’s just not that easy!  It was this insight that led us to develop the creative platform Better Your Breakfast. Better Your Breakfast is all about offering people easy, quick and delicious solutions to makeover their breakfast in minutes – using Flahavan’s porridge oats! The activity was delivered through traditional and social media using a variety of tactics to ensure a high level of engaging content was generated on and off line throughout the campaign. We encouraged bloggers to get on board with a mill visit and blogger challenge which generated 17 blog posts, with a total social reach of 500,000. We delivered a guaranteed message via a series of media competitions generating nearly 20,000 entries and 40,000 online views. A #BetterYourBreakfast kit was presented to key journalists and generated positive feedback on and off line with 32 pieces of coverage including BBC Good Food, The Mail on Sunday and Notebook (Saturday Mirror). Development of a national news story aligned the brand with the breakfast moment and generated national news coverage on and off line with 15 pieces of national coverage, Highlights included the Daily Mail, Mail Online, The Sun and Waitrose Weekend. Beautiful and aspirational recipe development and photography generated social media content and branded recipe coverage in on and off line media too with features in The Daily Record, YourHome and Top Sante. The campaign was underpinned with trade press outreach to ensure buyers were kept informed of the investment and results. Karen Fennell, Brand Manager at Flahavan’s said: “For the second year running Richmond & Towers created a PR and social campaign that achieved fantastic cut-through with media on and off line.  I can always rely on the team to have their finger on the pulse when it comes to the latest trends in food and health and to translate these effectively for our brand.  The assets they create work really hard for us and are often transferable across markets.  This year they led the way with savoury dishes and created stunning recipe photography, which worked brilliantly in the UK and just as effectively in our American and Irish markets.  It’s great to work with such a positive and enthusiastic team who understand our brand and achieve results that are helping to grow our business in the UK.” The campaign was a huge success and we are currently laying the foundations for winter season 2016-17.