Raise awareness of store openings and create a personality for the brand
Local heroes were the media platform for store openings with calls through the media and social networks to become a juice bar star. People flocked to enter and the winners, who ranged from children to granddads, all featured in the regional media. National coverage was secured via quirky fast fruit facts and super-food story placements as well as founder interviews in the business sections.
Coverage was achieved in ten national newspapers and all the key regionals including Manchester Evening News, Birmingham Mail, Yorkshire Post and Southampton Daily Echo. Using PR only, the business grew from nine to 13 outlets over an eight month period.