Hornby Whitefoot PR were appointed in 2016 to improve the quality and frequency of Briers’ corporate communications. Focusing on enhancing the brands’ reputation in relation to its close competitors, the company’s links to organisations such as EFSA, and highlighting the brands fashion and design credentials. In particular, we were tasked with positioning Co-Founder Jackie Eades as an expert voice within the industry, to capitalise on her presence at networking events and trade shows. Garden and gift trade publications were to be our main focus, as well as sourcing consumer media opportunities.
The most important thing to do with any new client is to get the basics right. Although we set out campaign ideas within a full year’s PR plan as standard, our priority was to ensure Briers’ news was issued on time and to the right audience. In the second quarter a new marketing team was brought in, so we became more flexible to our client’s immediate needs, taking on consumer PR as well as trade communications.
Consumer PR took the form of product placement in key titles such as Period Living, Country Homes and Interiors and competitions in lifestyle magazines to win Briers’ products. Gifting guides were also put together for Christmas and submitted to consumer titles in print and online.
HWPR assisted with writing award entries on Briers products, producing press packs for leading industry trade shows and setting up competitions in a number of relevant women’s interest magazine titles.
HWPR were also involved in promoting the #Glovies for Greenfingers campaign on social media, encouraging celebrities to don the green Briers gloves to raise awareness of the campaign and encourage donations.
Within a year HWPR had achieved 82 pieces of coverage across trade and consumer press, putting Briers name in front of an estimated 132 million readers and generating 908 shares on social media. Competitions were negotiated with the Sun and Good Housekeeping, as well as hundreds of opportunites from TV to bloggers.