Taking the world on a tour of Wales’ finest food and drink producers.
Food & Drink Wales wanted to celebrate Welsh food and drink producers and produce around St David’s Day 2019, shining a light on the industry and showcasing Wales as a leading food and drink producer in the UK. In order to do this we had the following objectives:
Food & Drink Wales tasked us with creating innovative multi-channelled content, the organisation of press trips and orchestrating a stand-alone event on St David’s Day itself that would fully showcase and promote the Welsh food and drink industry, specifically focusing on smaller and emerging producers. Collectively, these would generate a buzz and create a greater awareness of Welsh produce, encouraging people across the UK to find out more about what Wales has to offer.
We teamed up with Blaenafon Cheese Co, Tregreos Waffles, Rhug Estate and Penderyn Whisky to create a ‘hero’ film shining a light on producers in different sectors, what they’re doing specifically to champion Welsh produce and why they chose Wales as their production base. From this film, we also produced four individual case study films which are fully shareable across all media platforms. The films were shared across Food & Drink Wales social media at the beginning of the campaign to give audiences a real taste of Welsh produce.
To increase the reach of the campaign and generate further awareness of Welsh food and drink producers, we organised five individual press trips for two national journalists and three influential bloggers. Each press trip focused on a different region of Wales and had a minimum of five producers; this was to ensure a wide range of producers were covered throughout the campaign. We pitched the press trip to a selection of nationals and successfully secured the London Evening Standard and Olive Magazine. For two further press trips, we researched, identified and secured key foodie bloggers from key target areas. The final press trip saw London influencer and blogger Her Fav Food head off on a tantalising tour across South East Wales.
The St. David’s Day event saw us team up with Welsh chef, Tom Simmons, to organise a brunch event at his London Bridge restaurant. This element of the campaign saw us invite 15 high-profile London foodie influencers and bloggers, of which, 11 attended the event. Alongside the entirely Welsh menu, we sourced samples from a range of Welsh food and drink producers, including Coco Pzazz, Radnor Preserves and Pembrokeshire Sea Salt, to provide high quality goody bags to the influencers and generate further creative content. As part of the event, we also guided influencers to the Welsh showcase stalls at Borough Market, briefing them on the businesses and encouraging them to try Welsh produce. The entire brunch event was shared by each influencer across their social channels to a minimum of 10k followers which generated high levels of engagement with the hashtags ThisIsWales and GwladGwlad, and so creating a social media buzz around the producers involved.
In addition, to the above, we also issued a range of Welsh recipes to food, lifestyle and national media securing coverage in several foodie magazines and websites including Fresh Mag and Stir It Up. We pitched and secured a three-page feature on Welsh producers in Choice Magazine, as well as securing features in Great British Food and i News. Finally, we pitched and organised a range of broadcast opportunities with BBC Radio Wales and Heno, which saw Heno head down to Borough Market’s showcase event to find out more about the Welsh produce on offer.