As part of a brand relaunch, Storm was tasked to inform both existing and new customers of the new look, driving home the message that the product they knew and loved, was still the same. The relaunch also coincided with EPC’s key sales period of Christmas.
An integrated campaign was implemented across traditional media and social channels. The PR activity saw creative cheese board media drops undertaken to key print and online press, and foodie bloggers, with details of the new packaging as well as cheese pairing tips for Christmas. On the digital side, an Instagram campaign with 30 influencers was launched to spread the word about the rebrand, while also generating content that could be repurposed across all channels. At the same time, we produced six shareable recipe videos featuring quick, simple ideas that used EPC Chutney and seeded them across Facebook, Instagram, Twitter and the wider consumer online media. We also produced a bank of always-on content to both announce and support the rebrand. This was all supported with robust paid advertising.
The PR generated over 25 pieces of coverage in the run up to Christmas as well as 13 items on the journalists’ social media, while the digital campaign reached 2.7 million and had an engagement rate of 4.2%. Not only did the campaign generate 4,000 new fans across our social channels, it also contributed to a year-on-year sales uplift for the brand over the Christmas period.