Hedgehog Hall of Fame: Weber Shandwick - Welsh Lamb
13th August 2013
Company: Weber Shandwick Manchester Campaign: Welsh Lamb’s Quality Time On-Pack Promo Category: Consumer PR Campaign of the Year - North - Shortlisted Objective • Support Welsh Lamb’s Quality Time on-pack promotion with relevant and impactful PR during the campaign period where customers had to enter a code on the website to win a luxury holiday • Amplify and raise awareness of the on-pack promotion • Push brand messages where possible • Drive consumers to purchase and visit the website: www.eatPGIwelshlamb.com • Achieve a 20% increase on social media channels Strategy & Target Audience Strategy: • WS advised the client that PR-ing an on-pack promotion can be seen as overly commercial and not editorial friendly. WS therefore suggested to combine a mix of guaranteed space and traditional PR to ensure key messages would be included • WS decided to break the campaign down into seven sections in order to hit a range of media, audiences and to bring the prize/Quality Time messages to life for potential consumers • WS had access to an up and coming celebrity chef, who was fronting the campaign • WS devised activity to maximise his name and interest Target audiences: • Current consumers of Welsh Lamb • Potential consumers of Welsh Lamb • National, regional and online media, with a bias to London and the South Action WS implemented the strategy by creating and managing: Launch Release: • A dedicated launch release with a recipe from the celebrity chef fronting the campaign, to announce the on-pack promotion and a recipe for food pages to use Take the Trail: • To take the story off the food pages to travel sections, WS suggested a press trip to enable a travel journalist to take part in the prize to showcase what customers could win Competitions: • To guarantee messaging and drive coverage at key times throughout the campaign, WS devised a competitions strategy to national, regional, online and consumer media. Titles were chosen in key geographical areas where Welsh Lamb sells well e.g. London and the South Chef Profiling: • WS had access to the celebrity chef, Luke Thomas, fronting the campaign and offered media the opportunity to interview him about his work and the on-pack promotion Radio Day: • To take the campaign to an audio level, WS created a radio day with Luke Thomas and a family expert to discuss the importance of eating together as a family News Story: • To re-purpose the stats and findings from the radio day, WS drafted a news release on the death of the Sunday roast and families not eating together. This was then timed and sold in, to hit the Sunday papers the week of the radio day to create buzz and awareness about Welsh Lamb at a key time. The theme of the news story and radio day underpinned Welsh Lamb’s Quality Time messaging. Advertorial: • WS suggested a full page advertorial with core title Delicious magazine. This was done to ensure on-brand messages and information on Welsh Lamb with a key audience at a key time during the campaign Results Overall evaluation: • 79 pieces of coverage • ROI of 1:36 • PR Value of £1,181,008 • Opportunities to see of 165,587,577 • 386% increase in website traffic year on year • 235% increase in Twitter followers • 250% increase in Facebook engagement • Over 7,000 redemptions for the competition Individual evaluation: Launch Release: • Six pieces of editorial coverage using recipes from Welsh Lamb, with dedicated messaging about the promotion Take The Trail: • Press trip sold into The Sun. Double page spread ran in The Sun, Scottish Sun and Sun Online. The Sun used a factbox written by WS verbatim, so was fully on message and included relevant links to the website Competitions: • WS used a hard working competition budget to place just nine competitions across a staggering 39 titles and issues. Competitions tied into the key areas for Welsh Lamb, with the majority of competitions running in London and South East regional titles. Reach of 15m people through competitions, all including links to the website Chef Profiling: • WS set up an interview with leading consumer site MSN with over 17m unique users. Full interview ran on the food section, with a link to the Welsh Lamb website, plus the coverage was flagged up on the homepage for a day. Following the interview going live, MSN is currently at number 12 in the top 250 referrals to the website and brought 98 per cent new people to eatPGIwelshlamb.com Radio Day: • 12 interviews set up with predominantly BBC radio stations News Story: • News story sold into all national, regional and online media. 17 hits for the story, highlights include The Sun, The People, Sunday Mirror, Daily Star, Telegraph.co.uk Advertorial: • Full page space negotiated for half the rate card price URLs www.eatPGIwelshlamb.com The PRmoment Golden Hedgehog Awards 2014 are now open for entries. Here are this years updated categories.