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‘Young’s Lexicon of Fish’ launch PR campaign

‘Young’s Lexicon of Fish’ launch PR campaign

Best practice from Wild Card PR

Background

The ‘Young’s Lexicon of Fish’ is a new vocabulary in fish, the definitive guide to the texture, aroma and taste of 120 fish species.

The creation and launch of the ‘Young’s Lexicon of Fish’ vividly brought to life the Young’s fish specialist credentials, with unanimous acclaim from key stakeholders and extensive exposure in the national and regional press, online and trade media.

The aim of the publication

· Shift perceptions and highlight Young’s fish specialist credentials
· Be an invaluable reference for anyone interested in fresh fish
· Assist key stakeholders to become more conversant with the wide species of fish available
· Encourage food writers to use it as a reference tool, thereby referring to Young’s whenever writing about fish

Key stakeholders

· Restaurateurs eg Mark Hix (Scotts and Le Caprice), Richard Corrigan (Bentleys), Tom Aikens (Tom’s Kitchen), Mitch Tonks (FishWorks)
· Food writers eg Summer Nocon (Telegraph Magazine),  Katy Salter (Waitrose Food Illustrated), Sarah Randell (Sainsbury’s Magazine), BBC Radio 4 Food Programme
· Opinion formers and commentators – NGOs (Marine Stewardship Council, Greenpeace, Marine Conservation Society, World Wildlife Fund
· Trade media eg The Grocer, Caterer & Hotelkeeper
· Retail customers
· Informed consumers
· MPs, MEPs, MSPs and trade associations 

Implementation

· Utilised the knowledge and wealth of expertise within the Young’s business as basis for The Lexicon
· Commissioned food writer, Jenny McIvor (former Features Editor of Olive magazine) ghost writer to transcribe and interpret the tastings 

· Launched at famous London fish restaurant, Bentley’s, with 60 media guests, as well as MPs, lobbyists and industry representatives

· Followed by an intensive media relations campaign to generate widespread coverage in targeted consumer, trade and foodservice titles

· Negotiated listings in specialist outlets such as Books for Cooks (London), Gladstone Cook Books (Norfolk), Abergavenny Book Shop (Wales) and FishWorks, as well as Amazon and WH Smith.  Also sold through youngsfish.co.uk

· Profiled at target events – during Seafood Week, Hays Galleria Seafood & Oyster Fair, the Abergavenny Food Festival

· Used by Young’s sales force across trade and foodservice customers, and distributed via Seafish (industry body)

· Negotiated with restaurants to stock copies for front of house and chefs

· Young’s CEO wrote a personal letter to key customers and industry bodies to accompany a copy of The Lexicon

How the Lexicon met the needs of the target audiences

Really useful…

· Developed credible and worthwhile information
· Educational tool arming users with information about fish

User-friendly

· Created new vocabulary for describing the taste and texture of fish to instantly engage the reader and provide a clear (meaningful) description of each fish
· Accurate illustrations for each fish allows every species to be instantly recognised
· Convenient, easy to use format
· Perfect gift during the Christmas period

Design and Creativity – What makes it stand out

·    The concept and the new vocabulary and its genuine differentiation from other industry seafish guides, grabbed the attention of its audience
· Classic design and colours reflect the Young’s brand and help reinforce the Lexicon’s gravitas
· Commissioned bespoke illustrations to ensure the book was easy to follow ‘at-a-glance’
· Chose A6 size to allow the Lexicon to be easily displayed in restaurants, instore, for use in the kitchen and to be carried in handbags

Evaluation and Feedback

“This book is a first – a comprehensive guide to the flavour and character of over 100 different types of fish.  Anyone who’s interested in fish – from professional chefs to curious home cooks – will want this on their bookshelf.” – Mark Hix – Renowned Chef-Director of Caprice Holdings Limited, overseeing all the restaurants and events in the Caprice Group, and food writer for The Independent on Saturday magazine

"Just wanted to say how much I admire what you have done in the Young’s Lexicon of Fish – brilliant descriptions that are usable, helpful and illuminating, exactly what I have been hoping someone intelligent would do for years!" - Jill Dupleix – Chef, cookery writer & Times food columnist

Media results

· To date achieved a targeted circulation of 3,047,758  
(296 points on the Wild Card Media Benchmarking scale - a typical year
campaign would generate 700 points)
· Positive features from all the key food titles and extensive exposure in the national and regional news, online and trade media:
Olive, BBC Good Food, Sainsbury’s Magazine, delicious Waitrose Food
Illustrated, Food & Travel, Caterer & Hotelkeeper, Good Housekeeping
plus Telegraph Magazine, The Times, Prima, Daily Express and The Independent
· Individual tasting set up with food writer, Christopher Hirst, resulting in a full page feature in The Independent

And…

· 625 copies have been sold to date direct to consumers
· 1,000 copies distributed to media, chefs, opinion formers, and trade customers
· 50 copies supplied to Richard Corrigan for use amongst front of house staff in Bentley’s restaurants
· 30 copies to Mitch Tonks for use in his FishWorks restaurants

Budget Allocation: £0-£100K

AJR
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