Brief
A rapid turnaround for a PR campaign
BIG was approached on 8th January with a last minute request to develop a consumer media campaign that would promote Simon Howie haggis in prime spot on gondola ends in Tesco stores in England and Wales The butcher was heading for another record breaking Burns period – it’s not Burns Night without some haggis, neeps and tatties!
Simon Howie was specific that the media coverage had to land the week of Burns Night, so we only had five days to develop and execute the campaign.
We worked closely with Simon Howie to develop two stories for media, one for the Scottish press and one for the UK press.
We identified several news hooks, such as how rising sales of vegetarian haggis and increased demand in England was helping to fuel sales. We also arranged a sample drop to key Scottish national journalists and photo calls in Perth and Newcastle.
Results
36
pieces of UK, Scottish and regional coverage
11 million+
opportunities to see
BBC News
broadcast coverage
Don't take our word for it:
"Loving your work! Great result!
I thought the press releases were very well put together, with huge attention to detail. I really appreciate all your hard work on this and quick turnaround. Thank you. Such a strong result."