I have a wealth of experience in working with food & lifestyle brands to drive brand awareness, shape reputation and grow sales. From developing communications strategies and PR plans to drafting award entries and thought leadership articles or managing media relations campaigns, I’m a hands-on professional who is well used to getting stuck in to all parts of the PR & Communications mix.
Most recently, client work has included:
“Tools to Thrive” – Hunter & Gather Foods
Working with Hunter & Gather – the pioneering food & supplements brand on a mission to change the way people think about what it means to eat well – I manage a strategic PR and awards programme to support its fast growth from category challenger to change maker, and to grow its reputation as a lifestyle brand that gives consumers the tools to thrive.
The programme involves working with Forbes 30 Under 30 Class of ’21 co-founders, Amy Moring and Jeff Webster, to leverage thought leadership PR & founder profiles in the national consumer & grocery trade media, managing media relations to support new product launches, and drafting comprehensive industry award entries on behalf of the brand that to date has resulted in success in the likes of Ocado’s Rising Stars Awards, Nourish Awards, Great British Entrepreneur Awards and The World Food Innovation Awards.
“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.
“Fueling the houseplant revolution” – Always Kalanchoe
Working with the houseplant experts at Always Kalanchoe – I am responsible for developing and leading a UK campaign to raise consumer awareness of the Kalanchoe plant – one of the most colourful houseplants on the market.
The campaign centres on creating partnerships with 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 (the UK’s leading Colour Psychologist on ‘how to colour your home with purpose’ , Suzy Reading (Wellbeing Expert) on ‘5 ways to beat the lockdown blues‘ and most recently with Michael Perry ‘Mr Plant Geek’ (Influencer, TV Presenter and Podcast host) on ‘why kalanchoes are making a comeback.’
“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.