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Touch PR:

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Hardys Pink Ribbon

Task

Relaunch healthier and tastier Dairylea Lunchables and counter negative health connotations among Mums with 7-11 year olds

Approach

A highly visible and concentrated campaign of controlled messages to ensure a positive presence for the brand in a hostile media environment. Production of a Fun & Fitness Guide using neutral fitness and diet experts was produced and stitched in to target media. Tastings were conducted with journalists in a face to face environment. Competitions to win your own children’s party instructor were run across the UK.

Impact

30 titles featured the re-formulated product alongside fun and fitness advice, tips and practical exercises in a four week period to support in-store relaunch. Hostile press coverage was negated and over 20,000 entries received for the competition.

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Relaunch healthier and tastier Dairylea Lunchables and counter negative health connotations among Mums with 7-11 year olds
Approach
A highly visible and concentrated campaign of controlled messages to ensure a positive presence for the brand in a hostile media environment. Production of a Fun & Fitness Guide using neutral fitness and diet experts was produced and stitched in to target media.  Tastings were conducted with journalists in a face to face environment.  Competitions to win your own children’s party instructor were run across the UK.
Impact
30 titles featured the re-formulated product alongside fun and fitness advice, tips and practical exercises in a four week period to support in-store relaunch.  Hostile press coverage was negated and over 20,000 entries received for the competition.

Task

Educate female wine-lovers about the Hardys Stamp of Australia range.


Approach

We linked with Pink Ribbon breast cancer charity to run the biggest ever Women Only Wine tasting hosted by Jilly Goolden and Jo Brand. Underwritten by Hardys and held at Vinopolis in London, the event was ticketed and sold out in two days driven only by media relations and classified advertising. Profits from tickets and a percentage of wine sales were donated to the charity. Media interest in the event was high with pre-publicity and 20 journalists attending on the night.


Impact

Media relations for the event resulted in an audience reach of 44m with 70 pieces of coverage in national and regional media. During the three months following the event sales, of Hardys Stamp of Australia increased by 15% with PR as the only marketing support.