Summary

Taking the world on a tour of the best Welsh food and drink producers through press trips with the likes of National Geographic, prime time TV spots on Saturday Kitchen Live (resulting in a boom in sales!), multi-page features in The Sunday Times magazine, Olive and Choice and a short film showcasing the very best Welsh produce in the creation of ‘the ultimate St David’s Day feast’.

Objectives
  • Raise the profile of food and drink producers across Wales in the run up and over St David’s Day to consumers and trade in Wales and the UK through press trips and general media coverage, across print, digital, TV and radio.
  • Promote Wales’ food and drink industry as a burgeoning sector.
  • Gain as much press and media coverage as possible on a national level – including online, TV, radio and also food & drink bloggers.
  • Create bilingual digital and social media assets suitable for sharing across all platforms.
  • Increase following of social media channels
Results
  • Created a bilingual short film showcasing the creation of the ultimate St David’s Day feast using Welsh produce, in order to inspire others to create their own St David’s Day spread.
  • Secured and organised press trips across Wales with national titles including Woman & Home and National Geographic, as well as two well-renowned foodie bloggers to
  • Secured coverage for Welsh food and drink producers in Great British Food Magazine, Stir It Up, Olive Magazine, Choice Magazine, The Sunday Times, Western Mail, Daily Post, Business Live and many more.
  • Secured a 5-minute segment on Saturday Kitchen Live showcasing six Welsh food and drink producers.
  • 30+ individual pieces of coverage secured.
30+
individual pieces of coverage
Over 5m
Total circulation
Over 6.6m
Total opportunities to see
How we did it?

In order to build on the momentum achieved during the great work we did with Food & Drink Wales for the St David’s Day campaign in 2019, we had to create new and innovative content and ideas that would continue to generate a buzz and drive a greater awareness of Welsh food and drink produce across the UK.

One of the first things we set about organising was the creation of a campaign film – ‘how to create the ultimate St David’s Day feast’.

To do this we teamed up with Claudine Boulstridge, chef and recipe tester for Yotam Ottolenghi, to develop a number of recipes showcasing Welsh ingredients.

We also worked with a food stylist, photographer and extensive film crew to capture these ingredients being transformed into mouthwatering dishes The film aims to inspire people to recreate their own St David’s Day feast using local Welsh produce and ingredients – encouraging more people to shop local.

To make the dishes in the film accessible to viewers, chef Claudine broke down the ingredients and recipes for each dish all of which are hosted on Food & Drink Wales’ website alongside the beautiful imagery captured. We also created a number of social media posts to accompany the film. These highlighted each individual dish and linked back to the recipes online, as well as using the film to encourage viewers to be inspired by the dishes for their own St David’s Day feast.

To further amplify the reach of the campaign we organised four individual press trips for two national journalists and two well-respected lifestyle bloggers. Each press trip focused on a different region of Wales and showcased a minimum of five producers; this was to ensure we showcased the wide range of established and emerging producers throughout Wales. We pitched the press trips to a number of different national papers and magazine and successfully secured Woman & Home and National Geographic. For the two further press trips, we researched and identified key foodie bloggers from key target areas. We approached each blogger individually and secured East London Mornings and London Unattached. We sent one blogger on a tour of South East Wales and the other on a trip up to Mid Wales. Each created at least one blog post which was shared with their following across their social channels, as well as a large number of social posts capturing their experiences.

In addition, we also pitched a large number of feature ideas to national media, which resulted in a two-page feature on Nina and Joe Howden, owners of Silver Circle Distillery in Choice Magazine, as well as securing features in Great British Food Magazine, Olive Magazine and several feature pieces showcasing Welsh producers in the Western Mail and Swansea Bay Business Life magazine.

We also sent lots of Welsh recipes to national media, resulting in the publication of several articles, including coverage in The Sunday Times.

Having worked with chef Tom Simmons last year at the St David’s Day brunch event, we also pitched and secured a feature with Tom in Stir It Up Magazine where he spoke about the reasons why he uses predominantly Welsh produce in his menus.

Finally, we created and issued a press release announcing that Food & Drink Wales would be lobbying the Unicode Consortium to create a Welsh food emoji in order to generate a greater buzz around St David’s Day. We also created a number of social media posts to accompany the press release which asked followers to decide on their favourite emoji and the top three would be submitted to the Unicode Consortium for their consideration. The campaign generated a lot of engagement on social and we secured coverage in Daily Post, Denbighshire Free Press, North Wales Chronicle, Business Live and more.