Healthy Warming Winter Eats
The Natural Bagel Company asked SHC to devise a consumer and trade PR campaign that would associate its brand of bagels with healthy eating and raise the profile of its products with core target customers.
SHC proposed activity that would provide a consistent level of coverage for The Natural Bagel Company throughout the campaign period. The priority was to find an interesting and informative way to educate the target audience on the benefits of eating bagels, while using the topical interest in health and fitness issues and the seasonal news agenda to deliver The Natural Bagel Company messages.
ABC1 females/males, healthy eaters, family food shoppers, parents
Concept: To create a series of recipe cards, featuring healthy, tasty recipes for autumn /winter eating, using bagels as a core ingredient.
Working alongside established home economist Sue Ashworth, SHC created special recipes, which were then photographed by leading food photographer Steve Lee. The recipe cards were produced and designed in downloadable formats for delivery in an electronic media pack to ensure easy access by journalists.
The SHC team contacted over 700 journalists, providing details of the recipe cards and The Natural Bagel Company press information, over a two-month period.
Editorial was achieved across the national newspaper, magazine and broadcast media, including Observer Food Monthly, OK Magazine, The Independent Magazine, Terry Wogan – BBC Radio 2, Olive, Women’s Fitness and Light & Easy.
Graham Lee, Marketing Consultant
“We are delighted with the results the team generated. The coverage has been of a fantastic standard and we have thoroughly enjoyed working with SHC.”