Consumer, Food and Drink PR at Nexus
Consumer public relations is too often erroneously regarded as a series of stunts decided to attract the attention of the media and get "coverage".
Some agencies specialise in this very short-term and risky expenditure of money believing that this is what clients - particularly brands, want. In fact, this is only one small sensationalist aspect of consumer PR and, to be effective, it must be strictly on message otherwise the sensational appearance will communicate nothing of value to the audience.
Any serious marketing or communication director (or for that matter brand manager) must allow for an in depth analysis of where the brand stands in reputation, usage and buying patterns and how advertising expenditure (always the greatest spend), can be leveraged through media coverage, advertorials, extra research, events, seminars, educational materials and a whole range of coordinated consumer PR activities, which will produce a proper and worthwhile results. This applies to all brands, whether they are food, drink, beauty, fashion, toys or household goods. Good in depth understanding, creative interpretation and assiduous application in making the whole programme works produces the best results - not cheapskate stunts.
And nowadays, it is essential to target the media which is read by the key target market groups in exactly the same way as advertising weights its media selection to reach the most with the greatest economy. Using TGI and other research, Consumer PR can be tightly targeted to ensure that the primary media give maximum exposure of the messages.
Consumer, Food and Drink PR Case Studies
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Weetabix |
| Campaign to highlight Weetabix's use of locally sourced British wheat and demonstrate support for British farmers in its 75th anniversary year... |
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Bramley Apples |
| Campaign to maintain and enhance Bramley's position as the pre-eminent cooking apple... |
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British Quality Lion Eggs |
| The Lion mark is the premier food quality mark in the UK, Nexus has developed creative campaigns to help it remain top of mind... |
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Patak's |
| Drawing on Patak's authentic credentials and family heritage to cement its position as the leading Indian food brand... |
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VTech |
| VTech is a pioneering electronic learning toy manufacturer, competing for 'share of play' in a fierce market... |
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Sushi |
| Created "Sushi Matsuri" platform to promote consumption of sushi... |
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The Lake District Cheese Company |
| Launched new branded cheese on behalf of The First Milk Cheese Company... |
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Baxters |
| Campaign to launch Baxters Deli Inspired range of soups and re-establish food credentials... |
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