Quite Great food and health food publicity
For over a decade Quite Great's consumer arm 2gr8consumer pr has been working with food brands ranging from high street names such as Hotel Chocolat with whom we joined forces to develop a link with our music pr agency Quite Great Communications to create an innovative way of presenting classical music in the form of the wonderful Juliet Pochin to the tastemakers of Hotel Chocolat who created a unique chocolate representation of this wonderful artist's voice. The idea created national headlines and gave a strong indication as to how our food pr team were able to think laterally and open word of mouth pr channels in areas that might not ordinarily have come across the brand.
Coles Traditional foods wished to broaden their public relations awareness for their brand which had traditionally been viewed as only truly being relevant at Christmas but with the launch of the St Patrick's Day Pudding , we were able to capture pr coverage in national newspapers and food magazines for their other brands as well. we worked with this traditional food brand for many months and gained pr coverage in many online areas too highlighting the impact of our consumer online services.
Munchy seeds is perhaps one of the iconic health food brands in the UK and they brought us on board to gain focused creativity as well as product placement again in food media as well as traditional health media.
For Burnt Sugar the delicious fudge brand we worked with them on a pr and marketing idea that again combined our music background by developing an online playlist for their comsumers to enjoy a magical fudge moment depending on the musical style that matched the fudge flavour.
The wonderfully designed and gorgeous tasting Letterbox chocs brought us in to develop their brand which had the unique selling point of being ready to post to the one you love and this really hit home from a national perspective with most of the key newpapers and magazines running articles around specific days of the year that fitted neatly into the time line when the public are thinking of sending gifts to loved ones.
These are just a snapshot of brands that have benefitted from our creative consumer approach to pr but it is vital as a company to understand the way consumers view food and we keep abreast of all trends and loyalties to help our team of dedicated pr experts understand the right media to focus on for your brand.
British consumers who in the past were willing to pay a premium for organic, Fairtrade and eco-friendly goods are now turning their backs on buying ethical in favour of cheaper shopping bills, according to a recent survey and this is vital inorder to understand how to help develop pr campaigns for niche products.
It is a trend that is likely to be long-term, according to this research, which indicated that three in every five shoppers (69%) say they plan to continue cutting back on organic food after the downturn. Two-thirds (61%) claim they will seek to pay less for ethically sourced foods, such as Fairtrade, when the downturn ends.
Understanding the economics of food and food consumption helps a pr team to adapt quickly to help your brand in this volaitle environment.
The biggest single retail loser appears to be premium brands, particularly own-label high-end products such as Tesco's Finest and Sainsbury's Taste the Difference. Three-quarters (73%) of people stated they would seek to pay less for premium labelled supermarket goods in the future. Yet brands that are sold through delis and local family run businesses can have a totally different consumer dynamic and hence need different pr methods to help drive sales.
The study also revealed new shopper loyalties are emerging, as food manufacturers and retailers engage in a value contest. In the recession, half of shoppers (46%) feel more positive towards using discount grocery stores.
This is vital when considering start up brand strategy with two in five shoppers (39%) planning to shop at discount supermarkets more often, and over a third (36%) will continue to substitute well-known brand labels in their shopping baskets with economy ranges.
Our pr team combine creative thinking with a strategic understanding of our client's market and work closely with them to increase sales via a focused pr plan.