We were briefed by Mitchells & Butlers to lead their media relations activity to secure maximum exposure for their offer to extend the Government’s Eat Out to Help Out Scheme after it closed. They identified key national media targets for our outreach – The Sun, LADBible and Money Saving Expert were their priority targets. Everything else would be added value to increase the campaign’s reach.
We had a tight deadline to steal a march on the competition and secure coverage before other big names announced similar offers. We quickly drafted the supporting press materials highlighting the key points, what customers could enjoy, the main savings across the participating brands’ menus and sourced quotes from each brand.
Utilising our network of media contacts, we identified the key contacts at the priority titles and began teeing them up in preparation for the announcement. We delivered the release under embargo the day before it was due to be announced on the brands’ digital channels.
With an initial KPI of three pieces of national coverage across the pre-identified key targets, we achieved coverage in each of the priority targets and more!
In total we totted up almost 100 pieces of print and digital coverage across both national and regional media, with each article mentioning at least one of the participating brands – Toby Carvery, Harvester and Stonehouse Pizza & Carvery. We also secured over 40 mentions on various national and regional broadcast channels, including the likes of ITV, Channel 5, LBC News and Radio 1.
Total campaign reach*:
- Print & Digital: 20,688,824
- Broadcast: 20,504,830
Total pieces of coverage: 99
- National: 35
- Regional: 64