The Challenge
Taste of the West is the largest independent regional food group in the UK and promotes the very best in what the West Country has to offer. Covering Cornwall, Devon, Dorset, Gloucestershire, Somerset and Wiltshire, the Taste of the West Awards ensures high standards are maintained and celebrates the very best in the region’s food and drink producers. ADPR was briefed to develop a PR campaign that would build awareness and excitement for the awards as well as increase award entries year-on-year. Mission: create one of the best food PR campaigns in the South West. Challenge accepted!
"ADPR secured some great consumer features for us and were efficient in turning these around to meet strict deadlines."
The Solution
ADPR devised a PR plan that would ensure coverage through a media relations campaign. This included a series of news releases to launch the awards, give details on closing dates and how to enter, details of shortlisted entries and the awards ceremony, and news of the winners.
Media days were also secured during the judging process and media attended the celebratory awards luncheon. The best food PR campaigns involve engaging media coverage. Therefore, key features were also written and sold in to key regional lifestyle titles and ‘award guides’ for national glossy publications.
In addition to print, broadcast media were targeted to secure a series of coverage around the awards and the judging process.
The Results
153 pieces of pre and post event print coverage.
Over 1,000 entries to the awards and an increase on the previous year.
Exclusive features in key glossy titles including Dorset Magazine, Somerset Life and Wiltshire Life.
Broadcast coverage for the awards including BBC Radio Devon and BBC Radio Somerset.
Journalists and influencers secured to attend the Awards Ceremony.
For information on how to create the best food PR campaigns, take a look at our guide to food and drink PR.
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.
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