Coln Valley asked SHIFT Public Relations to launch the world’s first Pimms gravadlax to a consumer and trade audience, raise the producer’s profile within the food service sector and increase brand loyalty amongst UK-based chefs
Driving sales across the hospitality industry
We’ve generally steered away from PR, mainly down to a lack of understanding of how it can benefit our business. On meeting the team at SHIFT Public Relations, they were clear about what we needed to achieve and didn’t beat around the bush in explaining PR in layman’s terms. They’ve delivered what they said they would and got us in the media, which has had a knock on effect with sales. We won’t advertise again now.”
Coln Valley’s Managing Director
Supplying illustrious events including Wimbledon, Cheltenham and the Henley Regatta, Coln Valley has established a niche following amongst a corporate hospitality-led client base.
SHIFT Public Relations was required to build on this following, extend the brand to a wider audience and drive sales amongst the hotel and restaurant industry.
SHIFT Public Relations worked with the smokehouse to develop a unique product to launch at the beginning of summer in order to capitalise on seasonal taste from a media and consumer perspective. The Pimms gravadlax provided the perfect opportunity and as a genuine ‘world’s first’, the product captured the imagination of the media and restaurants alike.
The campaign generated blanket coverage across key consumer and trade titles and generated uplift in direct orders from UK restaurants by 18 per cent from April to July. The smokehouse’s customer base has increased and it has used the Pimms gravadlax as way in which to sell a wider range of premium products.
Launched the smokehouse’s Pimms Gravadlax, securing PR coverage in national titles including Stylist, Independent and Olive
Produced the firm’s brochure and marketing materials