Food and drink PR case study: A ferry good headline-hitting PR campaign for local brewery
FERRY Brewery are a South Queensferry-based beer company that provides some of the best, award-winning beer around.
These guys started out small but have huge plans for growth. And why wouldn’t they? They have a fantastic product that their customers love. Ferry Brewery deserve to be a household name in the food and drink market. They just need a little PR nudge to get them there.
Once Ferry Brewery told me their plans about hosting an outdoor beer, food and music festival – Ferry Fest 2018 – I sensed that there could be an ideal opportunity for some press coverage. But to go above and beyond the usual ”here’s an event, can we make your listings page, please?” PR, I had to know more.
After a little digging and some research we managed to find out that this was anticipated to be ”South Queensferry’s largest ever outdoor food and drink event” – that was now to be our main tool for selling into the media. This was deduced from simply taking the time to understand the event in more detail, visiting the client and understanding their process and goals.
Food and drink PR: Ferry brewery
Once all key messages had been agreed, I created the media release, drew up a media list, and then looked to syndicate the copy whilst selling-in thereafter.
We managed not only local press – Edinburgh Evening News, Scottish Field – but also national titles in The Scotsman and The National. Further coverage appeared in print and on radio.
With what could have started out as a simple PR event listing for local press managed to reach a further audience from afar – an audience that could also be interested in this event, in addition to the crucial local one.
Further to this, a representative from The Scotsman attended the Ferry Brewery event.
For a one-month campaign we achieved some fantastic results. Here’s to Ferry Fest 2019!