West of England
Case studies
PRide Award Entry
West of England
Category 22. Outstanding Small Consultancy
Pam Lloyd PR
Pam Lloyd PR
Introduction
Pam Lloyd PR started trading in June 2005. In 3½ years we have built a profitable PR and marketing business serving clients in the fresh produce industry. The team of 5 experienced PR and marketing professionals has created a highly successful enterprise by achieving a thorough understanding our clients’ businesses and devising campaigns that meet their needs. These campaigns have delivered outstanding results and made a measurable impact on sales.
Business Objectives
Pam Lloyd PR was set up with 4 objectives:
- To create a small agency to provide PR & marketing support to fresh produce businesses
- To develop a business model that is highly adaptable and scalable to suit the specific demands of, and budgets available to, our clients
- To maintain a structure within the Consultancy that is free of hierarchy & bureaucracy
- To deliver unfailingly against all commitments made to our clients, team members and suppliers
Campaign examples
The British Asparagus Season
The British asparagus season campaign targets UK consumers to increase purchase frequency among loyal customers and to increase household penetration by attracting new customers to the product.
In the run up to and during the short 8 week season in May & June the PR programme works to raise awareness of this great event in the foodie calendar.
The campaign themes of ‘Asparagus for All!’ in 2006, ‘The Season’ in 2007 and ‘Quick & Easy’ in 2008 have all driven home key campaign messages and delivered tangible results
Campaign results
- Total known combined listener and viewership, 2006-2008: +65 million
- Total AVE of broadcast coverage, 2006-2008: £2,601,350
- 50 times ROI - three years campaign budget £105K
- YOY increase in consumers buying asparagus (TNS)
- 2006 = +6%
- 2007 = +16%
- UK households buying asparagus in season (TNS)
- 2006 = +12.4%
- 2007 = +14.3%
- Sales figures for 2008 season not yet available
Tenderstem® Broccoli
The Tenderstem® broccoli PR Campaign devised by Pam Lloyd PR has taken a little known product into the mainstream of consumer and food retailer consciousness, reaching a substantial consumer audience, driving awareness, trial and contributing directly to measurable increases in sales.
The campaign was launched in July 2006 under the campaign banner ‘Try a little Tenderness’. The campaign strategy to inspire, inform and educate has targeted affluent consumers with particular focus on families & foodies, promoting the key messages of flavour, convenience, health and versatility.
The Tenderstem® PR campaign has achieved a total reader- and listener-ship in print, broadcast and online media of 93.5 million between July 2006 and January 2008. This is equivalent to advertising space worth £1.05 million providing a return over 11 times the original investment. This media relations activity, supported by advertorials, competitions, affinity marketing and sponsorship has helped to increase sales of Tenderstem® broccoli by 30% YOY since 2006, with projected sales increase in 2009 of a further 25%-30%.
Outstanding achievements & Evaluation
Pam Lloyd PR has produced and directed PR and marketing campaigns for all its clients that have delivered well in excess of the original investment. In addition to the British asparagus and Tenderstem campaigns, for example:
- British Bean & Pea 2007 Campaign Budget £24,000
- Total audited circulation of print coverage 16,504,519
- AVE – £389,390
- ROI – 16x
- UKShallot.com 2007 Campaign Budget £25,000
- Total audited circulation of print coverage 9,083,244
- AVE - £355,294
- ROI – 14x
The team has consistently achieved great results for its clients. Among the highlights of the past three years are:
- Chantenay carrots – grower profile piece in the Weekend Telegraph (Cutting below) ; launch of ‘Tiny C’ the carrot superhero www.Chantenay.com/TinyC
- UK Shallots – product included in goody bags at the 50 Best Restaurant awards distributed to the world’s top 450 chefs and food writers; brand ambassadorship with Tom Aikens fostered with ongoing coverage achieved
- British Beans & Peas – launch of www.tastesofsummer.com; Full of Beans campaign, taking bean growers into schools
- Tenderstem® Broccoli – Sponsorship of the 2008 BBC Good Food calendar; third party links established with Le Creuset as well as complementary food brands
- British Carrots – launch of the British Carrot campaign with a stand at the BBC Good Food Show and a nationwide tour of schools by the Captain Carrot Show.
Pam Lloyd PR has also achieved extensive & important coverage on behalf of all its clients
The high profile coverage in all the major national news media has been complemented by extensive coverage in Foodie, lifestyle and Women’s Interest titles.
The media coverage has been widely supported by targeting online, regional and local media generating for example, on average, in excess of 60 pieces of coverage for the British Asparagus campaign each season and over 70 pieces of coverage for Tenderstem® Broccoli during the past year.
What Makes The Team Special?
The team blends different skills from PR & other marketing disciplines as well as an extensive variety of client experience. From FMCG food and drink brands (Cadbury’s, Chewits, Sunpat, Crosse & Blackwell, Rowse Honey) through trade associations representing food producers (Mango Association, Napa Valley Wines, The Honey Association) to leading retailers (Sainsbury, M&S, Harrods, Iceland).
In addition to the wide range of skills and experience, team members are annually rotated between accounts to keep our ideas and approaches fresh & enthusiastic. Different team members are also brought in to advise on discreet client projects to ensure we deliver the optimum solution to our clients’ needs.
The Team on the Team
- Gail says, “Dieter’s attention to detail and patience are endless. Our clients benefit from the input of a marketer with a wealth of experience he’s more than willing to share.”
- Sofie says, ““Madeleine is an incredibly knowledgeable foodie and puts her passion into every campaign. Her knowledge of food trends and the best chefs, delivers genuine insight to clients, campaigns and colleagues.”
- Pam says, “Results focused, resourceful and tenacious, Gail is an experienced team player with an enviable contacts book. She will turn her hand to any PR task and really relishes a challenge!”
- Madeleine says, “Pam unites the team as its inspirational leader, without imposing any form of hierarchy. She engenders a very positive team ethos ensuring that all members of the team collaborate well together.”
- Dieter says, “Sofie is the Consultancy’s wellspring of boundless energy, enthusiasm and great ideas. She is prepared to get stuck in to any task and works tirelessly to ensure the best results for clients and colleagues.