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Touch PR:

Tel: 00 +44 (0)20 8544 6900


International Wine Challenge

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

Promote the benefits of entering the International Wine Challenge.


Approach

We identified the key judging stages and exploited these moments in time through the media. Experts in their own right, we were able to draw upon the judges for media relations and to exploit the newsworthiness of the winners with the focus on the UK and upweights in key international regions. We also worked with the organisers to leverage the expertise of the Co-Chairmen and to communicate the competition’s independence and rigorous judging standards


Results

Media coverage was extensive with over 250 pieces of coverage including 42 nationals reaching over 389 million worldwide (includes China which accounts for the very high numbers!). The advertising equivalent value which was requested by our client came in at over £2 million.