Background

Meadow Foods is the UK’s largest independently owned dairy, with a turnover of more than £400m employing more than 275 employees across three manufacturing sites in the UK.   The Source has been supporting their PR and marketing requirements since 2012.

Objectives

  • To provide PR and communications strategy to target the media, their food manufacturing customers as well as more than 650 farmers across the UK

Key Activity

  • A marketing strategy and timetable of activity was developed and agreed with Meadow Foods senior team, including key messages, comms platforms and desired outcomes.
  • A fully integrated campaign was compiled consisting of on-line and off-line communications, media relations, web design and build as well as social media management
  • A programme of regular communication with customers, farmers and employees was also developed and executed including electronic and paper based newsletters to meet audience expectations
  • Supporting the business during its recent receipt of private equity investment and the execution of its ambitious growth plans
  • Social media platforms were developed and then managed and monitored on a daily basis to grow followers and engage with audiences

The Results

  • Established social media platforms that are regularly updated and now have organic followers of more than 2500 on each platform
  • Generation of positive media coverage for the business totalling more than 150 articles each year on the business, its products, activities and developments
  • Ongoing regular programme of pro and reactive media communications as well as regular e-shots and newsletters to their diverse audiences
  • Regular and consistent communication to customers, producers and employees
  • New interactive website with page 1 Google ranking for dairy manufacturers in the UK.

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