Gluten-free food PR
Last week Content Soup relocated to London for a few days, to meet up with lots of our consumer and trade media contacts for our new food client, Delicious Alchemy.
As experts in food and drink PR, having worked with big brands like Kellogg’s, Dr Oetker and Del Monte, we were recently appointed by the fast-growing gluten-free food company to increase brand awareness on a national (and soon to be international) level, through trade and consumer PR. Our job is to help them on their journey from a start-up business to an established brand in the UK grocery market, a challenge we thrive on and have plenty of experience in.
The Sheffield-based brand was relaunched in 2014 after eight years of supplying major supermarkets with its own label ‘Free From’ cereals and baking mixes. Its founder, Emma Killilea, originally set up the company in 2006 after being diagnosed with coeliac disease.
With a mission to let the world know about its 12-strong product range, educate consumers about the benefits of gluten-free, and profile Emma as the female entrepreneur behind the fast-growing business, we hit the streets of London with a suitcase full of gluten-free goodies during a two-day schedule of press visits.
We met with 15 key journalists, from magazines like The Grocer (trade bible) where we filled their editorial calendar with latest business news and new product development stories; taste tested brownies in the plush offices of The Sun newspaper; chatted gluten-free benefits with the team from Delicious magazine and caught up with our friends on the lifestyle desk of the Metro to secure more coverage opportunities and sell-in feature ideas.
Interestingly, quite a few of the people we met were following a gluten-free lifestyle already, or knew people who were. It’s no surprise then that the Free From category is one of the fastest-growing sectors in the industry, currently worth around £350m.
We’ve come back loaded with more insider knowledge on how to make our clients stand out in the competitive space that is national media, and a to-do list as long as our gluten-free shopping list! We’ve achieved quick coverage already since the visits, as well as social shares and mentions, which has resulted in a surge of orders for their latest product. Making a commercial difference like this through our activity is the Holy Grail for us.
With Delicious Alchemy’s industry knowledge and reputation for producing great quality, tasty gluten-free goods, coupled with our PR ideas and experience, we’re creating a winning recipe for success.