Every day I'm trufflin'

The Challenge

Orchard Pig is a cider brand rooted in Somerset and the company employed ADPR to raise its brand awareness and increase its sales in both the on an off-trade through a food and drink PR campaign. ADPR was briefed to raise the brand awareness of Orchard Pig as a quirky cider brand and secure coverage in key trade, local and consumer publications.

The Solution

ADPR worked closely with Orchard Pig to understand the brand’s key messages and tone, and use this throughout press material and ongoing PR activity. Using our expertise on public relations in the food industry, we created a strategy to boost their image.

A three month media relations campaign was launched to position Orchard Pig owners as industry experts through by-lined features, in-depth features on cider and drinks, as well as manufacturing commentary.

A series of news releases were also issued to local and specialist trade and consumer titles and products were seeded to key titles for maximum coverage.

The Results

Orchard Pig received some fantastic coverage in well-respected trade titles as well as across a wide range of consumer and national titles. During the Spring Budget announcement, Orchard Pig received extensive local coverage across all main business titles and ADPR also secured a drive-time interview for expert comment.
11 articles ran in the on and off trade media.
Coverage was gained in key titles including The Guardian, The Independent and Heart FM.
16 pieces of coverage appeared in consumer titles.

 

If you’re interested in the work we do on public relations in the food and drink industry, browse the rest of our case studies and feel free to get in touch.

If you’d like a no-obligation discussion about your marketing communications, please get in touch with us on hello@adpr.co.uk or call 01460241641.