Our fixed budget brief for Birken Tree was to promote its position as the only home-grown producer of Birchwater in the UK, and to increase awareness of the significant health potential of Birchwater as well as its Scottish credentials and unique and delicious taste.
In order to create as much media interest as possible, our strategy was to focus on a short-term high level of press coverage for Birken Tree, centred around the highly newsworthy hook of its three week ‘tapping’ season in March.
We issued an invitation to a select group of media to come and witness the tapping process for themselves during the crucial three-week window in March. We also issued a press release containing all of Birken Tree’s key messages, and a selection of photographs, to media targets who were not able to attend in person but who we knew would be interested in covering the Birken Tree story.
In terms of media targets, we identified six different media groups for the campaign: National TV (news channels and documentaries), National Radio channels, National Press, Regional and Local Press, Food, Drink and Lifestyle publications, as well as Scottish Food and Drink bloggers and freelance journalists.
As a result of our PR campaign, Birken Tree achieved extensive media coverage - across TV, radio, press and magazines – all promoting its position as the only homegrown producer of Birchwater in the UK and its significant health benefits, as well as helping to underpin future sales.
Landward – BBC Scotland
STV News at Six
Good Morning Scotland – BBC Radio Scotland
Out of Doors – BBC Radio Scotland
LOCAL, REGIONAL, NATIONAL AND SPECIALIST PRESS
The Herald and The Sunday Herald
The Scottish Farmer
Press & Journal
NATIONAL AND REGIONAL LIFESTYLE MAGAZINES
FlyBe ‘Flight Time’ Magazine
Capital (Edinburgh Airport) Magazine
“We were delighted with Scene & Herd’s PR campaign for Birken Tree. With their help we were able to attract significant media attention and clearly get the message out there about Birken Tree, the valuable health benefits of Birchwater, and the intriguing tapping process itself."