The Brief: As Europe’s leading distributor of high quality processed and concentrated fruit and vegetable juices to the food manufacturing, beverage and pharmaceutical sectors, Exeter based Cobell wanted to raise brand and product recognition for the diverse range it sources and markets and explain how they can be cost effectively used to create colour, flavour and substance within a product.
Solution: It was agreed that a conventional media relations programme was ideal; however, simply talking about products and availability would not excite journalists so a more strategic and engaging approach was needed. A number of issues were identified on which Cobell could provide informative comment and be positioned as a partner to manufacturers in delivering a solution. Themes included how using natural fruit juices and flavourings could deliver a new twist to products; Market intelligence on farming and crop yields so that customers could better understand the supply chain; and what will be the next exciting flavour to storm the market.
Result: Following direct contact with editors; a series of informative sector articles were secured, written and published in key media titles including Food & Beverage, Food Processing, Ready Meals, Confectionery Production and Iced Cream, to name but a few. Collectively these helped position Cobell as ‘the go to supplier’ for both small quantities of juices for product development, to exacting standards, through to being the secured supplier of choice to meet ongoing volume production needs. And from a media perspective we gave the campaign real zest…