Paxton & Whitfield is an award-winning artisan cheesemonger with four shops in Piccadilly and Chelsea Green in London, Stratford upon Avon and Bath, plus a virtual shop on the web. It sells a wide range of delicious artisan cheeses from the UK and continental Europe, fine foods and cheese serving accessories. It also has a fantastic selection of cheese gift packs and hampers at a wide range of price points.
Today the company serves a wide range of customers through its shops and its website. It is currently celebrating as its Stratford upon Avon shop recently won Cheese Counter of the Year 2016, a countrywide competition to find the UK’s best cheese counter.
For an artisan food brand promoting products for Christmas is vital. To help Paxton & Whitfield promote its festive ranges of cheese, fine foods, cheese serving accessories and gift hampers ets pr plan and manage a Christmas in July event at the London flagship shop.
The team works closely with the company to produce the content for the event and a carefully targeted list of media – from national, consumer and trade journalists are invited to attend.
The event helps get the company a share of voice in food news and gifting pages in the run up to the 25th December. For the July 2016 over 55 national media and bloggers attended the event. Titles included The Daily Telegraph, Good Housekeeping, ITV This Morning, Woman & Home and Observer Food Monthly.
Award-winning, artisan chocolatier Chococo was established in Dorset back in 2002 by husband and wife team Claire and Andy Burnet. Claire started the company as she felt that the UK needed handmade fine chocolates that actually tasted of chocolate, used the freshest ingredients and didn’t contain any additives or preservatives.
This dedication to the high quality of the chocolate and its flavours paid off as today the company now has three Chocolate Houses in Swanage, Winchester and Exeter, a thriving online business and over 64 fine food awards.
Easter is an important season for Chococo because of sales of its Easter Eggs, so it was important for any planned PR campaign to get it right. Ets pr started to plan the Easter 2016 campaign with Chococo at the end of 2015.
The detailed planning involved ensured that all relevant media were targeted with the information and images on the range. Through dedicated media liaison and samples service we ensured that Chococo had an excellent share of voice in all media channels.
Coverage of the range appeared in The Daily Telegraph, Metro, Financial Times, Observer Food Monthly, Jamie magazine and Olive, as well as many other media channels. Its Dinosaur Egg won ‘Best Easter Egg for Teens’ in the Good Housekeeping Institute Easter Egg Taste Test 2016. ROI for this campaign was 75:1.
Rosebud Preserves has been making its jams, marmalades, chutneys and jellies at Masham, North Yorkshire, since 1989. The company was started by Elspeth Biltoft and her founding principles, to source local produce whenever possible; to cook traditional recipes; and practice time honoured techniques, without the use of additives, preservatives or pectin; remain the same today.
Rosebud Preserves was a little bit of a hidden secret before 2014. The company was founded in 1989 by Elspeth Biltoft and is based on the edge of the North Yorkshire Dales. Thanks to an introduction from a mutual contact in the food business ets pr met with Elspeth, discussed what her needs were and created a tailored PR programme to help the company to re-engage with the right media on the great, award-winning products that it makes and the story behind the brand.
Coverage to date has included profile pieces in the Yorkshire Post and the Financial Times, as well as many other pieces. ROI is currently standing at 50:1.
Crussh Fit Food & Juice Bars, founded in 1998, was the original pioneer of healthy fast food on the high street and now has 26 stores across London. Crussh is the leader in healthy eating, freshly pressed juices and made-to-order smoothies.
This artisan organic cordials and jams producer from Sweden was looking to gain more exposure and stockists in the UK. The planned PR activity centred around engaging key consumer and trade media with series of one-to-ones and sample mail outs. The campaign also included support for key trade shows including IFE and Speciality & Fine Food.
The results included product write ups in important consumer titles for new and existing products, as well as products winning much coveted consumer taste tests. ROI 30:1.
Ets pr were engaged to promote the new restaurant by Kensington based restaurateur Sara Adams. The planned activity included an opening with local Mayor and media preview evening.
We worked with trade, national, consumer and online media to promote venue, food, drink and team. We also planned and actioned social media activity pre and post the opening of the eaterie. Through the campaign we helped this west London eatery punch above its weight in media landscape and some of the highlights included a four-page recipe feature in Olive magazine and a review in the Evening Standard. ROI for the campaign was 10:1.
“I’ve worked with ETS several times as they have an instinctive sense of what will work on my pages, as well as an innate understanding of our readership. ETS knows how important it is to deliver to short deadlines, understands the nature of long-lead publications and has a passion for the work of its clients.”
“Tailor-made campaigns fuelled by an in-depth knowledge of media outlets, both print and online, coupled with a personal touch are the hallmarks of ETS PR. ”
“Ets pr is such a pleasure to work with. Always friendly, attentive and on the ball, they have never failed to provide me with what I need in record time!”
“They are passionate, knowledgeable and above all a delight to work with. Their enthusiasm and expertise wins over clients and journalists alike and they always deliver over and above what is expected for each account.”
“From the off, ets pr had an infectious enthusiasm and in depth understanding of the fine foods market.Their ‘can-do’ attitude made them my first choice when looking for a cookery feature in the Easter issue of Homes & Gardens.”
“Ets pr are always very proactive, coming up with really clever and intriguing ways of putting across a story to the media and always come up with cracking editorial content that grabs the reader.”
“Working with Toby is a very rewarding experience. He has excellent media contacts, has developed a deep understanding of our business and adds significant value.”
“Toby has worked for Paxton & Whitfield since 2004. During our working relationship I have changed agencies with him and decided to follow him when he started ets public relations because he has consistently delivered great PR results.”