Our brief was to support country pub restaurant chain Vintage Inns, with the launch of its Vegan Menu and take advantage of the #Veganuary movement, and its growing popularity with consumers. spottydog were tasked with targeting vegan media and influencers to secure coverage; and build credibility of the dishes available as part of the brand’s new vegan offer.
To ensure we could make an impact on the ever-growing food trend we targeted plant-based media with a detailed press release to create a buzz around the new permanent menu. We also decided to outreach to key vegan influencers and invite them along to their local Vintage Inn to try the new menu. Two influencers also took part in an Instagram takeover on the Vintage Inns’ brand account to showcase their experience live and introduce their followers to the new vegan menu.
In addition, we also organised a competition in leading vegan publication – Vegan Living Magazine.
Utilising the media appetite for #Veganuary and the fact the brand was creating a permanent menu gave us the platform to implement our targeted media relations strategy and enable Vintage Inns to stand out from the crowd.
By galvanising reviews, we were able to establish the brand’s vegan credentials, allowing consumers to see ‘the experts behind the brand’ and highlight the vegan dessert choices, which we had identified as lacking on other vegan offers and therefore an opportunity for Vintage Inns.
spottydog achieved a full page of coverage in Plant Based Magazine and the menu was also chosen as the ‘Editors Pick’ in the issue; a full online page of coverage in Britain’s bestselling Veganism magazine – Vegan Food Living; and a competition was placed in Vegan Living Magazine. Combined circulation of over 560,000.
Four influencer reviews and two Instagram takeovers were placed resulting in a combined social platform following of 57,283.