B2B PR campaign to bring brands together under the General Mills banner
Coverage significantly increased within FMCG and grocery trade media
Doubling visibility for brands within key title, The Grocer
Pieces of Coverage
Campaign Length (Years)
Its portfolio of brands were widely recognised, parent company General Mills was relatively unknown within the grocery trade media. This resulted in them not being seen as a powerful player within the UK market.
To help we devised a trade marketing campaign to bring this US giant to the fore and ensure its whole was seen to be greater than the sum of its parts.
Furthermore, an all-encompassing trade press office was put into place. This covered brands including Haagen-Dazs, Nature Valley, Old El Paso, Fibre One, Yoplait, Green Giant, Betty Crocker and Jus Rol. A broader corporate and CSR programme for General Mills ran tangent to this.
Regular meetings with each brand team helped identify key brand pr stories and ensure a drumbeat of positive news throughout the year. Ad-hoc and commentary opportunities were also utilised. These gained consistent visibility for each brand beyond the news pages across the grocery retail, convenience, wholesale and broader food trade press.
In the first 12-months alone, Storm’s B2B PR campaign increased visibility for General Mills’ brand portfolio in The Grocer by 56%. What’s more, over 2 years delivered 407 total pieces of coverage. We secured a strong share of voice in all key features in The Grocer and doubled GM’s dairy brands’ visibility YoY in The Grocer’s Dairymen supplement.
A key tactic to deliver these results was to ensure more face-to-face contact and interviews. Key journalists connected with General Mills at sponsored events, like Queen’s and Wimbledon Championships, fostering stronger relationships and establishing brand managers as industry spokespeople.
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