Bleiker’s | PR and Marketing Communications

Introduction

Bleiker’s is an award-winning smokehouse based in the heart of the Yorkshire Dales. Clearsilver were asked to develop and manage Bleiker’s PR and Marketing communications.

Objectives

• To raise awareness throughout the Grocery trade, to achieve & support new listings
• To raise awareness of the Bleiker’s brand amongst consumers
• To encourage trial (and repeat) purchase amongst consumers
• To promote smoked salmon as an ingredient or to give year round serving suggestions to help widen purchasing.
• To drive traffic to the Bleiker’s website and encourage online purchasing.

Implementation

As this was a launch press campaign for Bleiker’s, it was important for the the Clearsilver team to assess media awareness of the brand.

• Clearsilver carried out an intensive ‘Editor survey’ introducing top foodie and other press to Bleiker’s and sending out around 200 samples of the Bleiker’s range.
• Clearsilver developed regular press releases on different news stories, from the introduction of new packaging, through to consumer led releases to increase the awareness and recognition of smoked salmon as a seasonal treat, as well as recipe suggestions and health related releases.
• Clearsilver also arranged for a number of competitions to win Bleiker’s hampers to be placed in publications with the right target audiences (Yorkshire Life, Yorkshire Ridings, Lancashire Magazine and the Dalesman)

Results

• The Bleiker’s PR and Marketing communications campaign was a huge success, breaking into all the targeted media including some incredibly tough press such as The Grocer, Observer Food Monthly, the Sunday Times Style and the Times ‘Best 5 Foods’. Food glossies such as Fresh also featured Bleiker’s.
• The competitions placed in regional press generated a great response – with over 400 entries per title, Clearsilver achieved the best response some of the publications had ever had for a competition.

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