Kirsty’s

Background

Kirsty’s is one of the largest naturally ‘free from’ and healthy range of branded ready meals in the UK, being sold in over 2,000 supermarkets nationwide.  Source PR was briefed raise Kirsty’s profile and to push the healthy eating range for the new year, when health and fitness is at its peak.

Objectives

  • Highlight the range for a healthy start to the year
  • Engage with new audiences that hadn’t been reached before
  • Investigate new ways of promotion for the brand
  • Raise the profile of Kirsty Henshaw and her products
  • Generate interest amongst supermarket buyers

Key Activity

  • Media profile raising, briefings and influencer events
  • Sharing news stories and generating outreach through campaigns such as a #RandomActsOfKindness lunchtime giveaway in central London
  • Through amazing video and image content – the creation of an online digital marketing campaign
  • Competitions and giveaways
  • Extensive social media campaign, building organic engagement and interaction
  • Targeted advertising campaign to run in high profile print, backed up by online campaigns and additional editorial
  • Poster campaigns throughout targeted train and tube stations

The Results

  • Targeted reach of over 3 million
  • Profile slots achieved in Daily Mail, Sunday Times and other consumer titles
  • Social media reach of over 500,000 in just one month alone, engagement up by 24%
  • Significant 27% increase in supermarket sales of Kirsty’s products
  • Interest in stocking from new retail groups, strong media coverage in core trade media

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