Burts Chips Acquisition

THE BRIEF
Burts Chips acquired popcorn and savoury snacking company Savoury & Sweet. Storm assisted with all internal and external communication around the acquisition, positioning Burts as a growing company at the forefront of the UK premium snacking category.

THE STRATEGY
Storm advised Burts Chips on all internal communication including letters to staff at both sites, management Q&As, announcements for all outward facing channels such as LinkedIn, company websites and customer announcements.

Externally, Storm handled all media announcements on the day of the acquisition, in both Plymouth and Leicester, as well as the national business press and grocery trade media. Releases were drafted, interviews set up and a creative business photograph arranged with Press Association to be syndicated on the wire to the wider business press.

THE RESULTS
The acquisition generated significant coverage within the regional media and trade press. Highlights locally included a 4-minute piece on BBC SW News, as well as significant news features in the Plymouth Herald and Leicester Mercury. The Grocer also ran an extended news piece on the purchase, across its print issue, online site and round up newsletter. Over 60 items were generated in the month of the acquisition with a total OTS of 5.5 million.

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