Working with Consumer and B2B clients, my experience spans global brands including Nestlé, Bidfood, Nescafé, Hotels.com and Hyatt hotels through to smaller independents and start-up businesses such as Indie Bay Snacks, The Spice Tailor, Bay’s Kitchen, James Chocolates, Always Kalanchoe and Forthglade natural pet food.
Most recently, client work has included:
“Houseplant parenting” – Always Kalanchoe
For three years, I have worked successfully with Always Kalanchoe – the platform representing the European buyers and growers of the Kalanchoe (aka ‘Flaming Katy’) – Britain’s second most popular houseplant – yet one with little consumer awareness.
Through a strategic programme of expert collaborations, influencer partnerships and product placement, I developed and led a campaign to capitalise on the current trend for houseplants to make kalanchoes part of conversations, to raise consumer awareness and stimulate UK sales.
This approach centred on creating partnerships with some of the UK’s leading gardening & interiors experts to collaborate on creative co-branded content and to generate coverage across the national homes & lifestyle media. Highlights have included collaborations with Jane Perrone, (former Gardening Editor of The Daily Telegraph) on ‘why houseplants are good for you’, with Karen Haller (colour psychologist and author) on ‘how to colour your home with purpose’ and with Kimberley Aston (Gen x plant influencer) on ‘why #plantporn is the new #foodporn’. The most recent collaboration, with Isabelle Palmer (author of ‘Houseplants’) involved producing two videos – ‘2020 houseplant trends’ and ‘The five best mood-boosting houseplants’ which created positive, upbeat media coverage in target media during exceptionally challenging times.
“This is #happysnacking” – Indie Bay Snacks
Working with Indie Bay, the challenger brand on a mission to drive positive change in the sector ‘one snack at a time’, I led a strategic PR drive to raise brand awareness across both the consumer lifestyle and grocery trade media. This approach involved working closely with Dafna Bonas, the inspiring founder of Indie Bay, to leverage national female founder profiles and podcast interviews, creating and securing business growth stories in key trade media from The Grocer to Food Manufacture, and securing coverage of new flavour launches in consumer food, lifestyle, and parenting media from Junior Magazine to Health & Fitness and Vegan Living.
“Going Beyond the Bowl” – Wild West for Forthglade Natural Pet Food
Heading up the Forthglade client team at leading South-West PR consultancy Wild West, I worked with the leading natural pet food brand to launch an award-winning consumer campaign to demonstrate the value of Forthglade as a brand that goes beyond dog food to nurture the special relationships between dogs and owners.
Using research, expert collaborations, partnerships, and media relations, ‘Beyond the Bowl’ centred on two of the most pressing issues facing dogs in the UK today – irresponsible puppy ownership and canine obesity – to highlight the extent of the issues, provide expert advice, and reinforce Forthglade as the brand at the heart of responsible dog ownership.
The results of the campaign exceeded all expectations, sparking live debate across TV and radio stations, from Five Live and Talk Radio to Sky News, BBC London, and London Live. We also achieved widespread national coverage in titles from Country Living and Psychologies to The Daily Mail, The Sun, Metro, and a double page in The Daily Express.
We went on to pick up a 2019 PRCA Dare award for this work.
“Bathtime and beyond” – Cuddledry
Working with leading family bathtime brand, Cuddledry, I created and implemented a communications strategy to reinvigorate PR a decade since the business first shot to fame on BBC ‘Dragon’s Den’, and to create cross channel content to extend brand coverage ‘beyond the product pages.’
Highlights to date have included the launch of a major piece of consumer research that explores what it means to be a flexible working parent, which generated conversation amongst digital influences in the UK, and has been used to create content for the brand’s global marketing channels. I also launched Cuddledry’s Christmas PR campaign, resulting in a front page splash in the i paper. Finally, I placed thought leadership and advice pieces in the SME media to mark the 10 year anniversary, resulting in coverage including Small.Business.co.uk and New Business Magazine.
“Starting a chocolate revolution” – James Chocolates
Working with chocolate entrepreneur James Hutchins, I was tasked with raising the profile of his new venture – Chocolate Treat Club – in the SME media, with the aim of exposing the business to new investment opportunities. As a result, coverage was achieved in Talk Business, Small Business.co.uk, New Business and Is4profit.com, which created a solid talking point for potential investors and paved the way for wider consumer PR.
“Into the Wild” – Bracey Interiors with Bristol Zoo
Working with the reputable interiors firm, Bracey Interiors, I delivered a PR campaign to launch a unique new luxury safari style lodge in the heart of Bristol Zoo Gardens, which allows visitors to experience an incredible overnight ‘behind the scenes’ stay at the world famous Zoo. This resulted in a host of media coverage including full pages in The Bristol Magazine and The Independent.