McIntosh

Building awareness & trust through PR

The Challenge

Ahead of Burns Night on 25 January, Scottish family-favourite brand McIntosh entrusted Represent with raising awareness of its much-loved haggis, neeps and tatties dish (RRP £1.70) – a quintessential part of the Burns Supper!   With a focus on quality and value, the family-owned firm needed help spreading the word about this promotional SKU and the product’s offering as one of the most economical Burns Suppers around.  

McIntosh worked with Represent on a short PR campaign aimed primarily at Scottish press in January 2023. Operating within a limited timeframe and budget, the objectives for this campaign were to: 

  • Increase awareness of McIntosh and its key meals among target audiences, specifically its haggis, neeps, and tatties product in meat and vegetarian variations 
  • Highlight that both taste and nutrition can be achieved on a budget, demonstrating both quality and value. 

The Solution:

Represent implemented a PR campaign that included: 

  • Media segmentation – broadcast, national, regional, local, trade  
  • Key message and angle development  
  • Photography briefing & creative execution 
  • Media targeting and public relations 
  • Account management and regular reporting. 

Tactics included:

  • Commissioning a strong set of photography to bring the story to life 
  • Photography briefing, working with photographer, attending shoot, image selection 
  • Researching and briefing Robert Burns impersonator 
  • Finalising shots and captions for press 
  • Drafting targeted consumer and trade press communications 
  • Pitching picture desks, key editors and food and drink writers (national and regional) 
  • Social posts were drafted to support the campaign and extend the reach of its messaging. 

The Impact:

13 x pieces of coverage appeared in the following consumer and trade titles: 

  • The Week 
  • Daily Mail+ 
  • Scottish Daily Express 
  • Press and Journal  
  • The Scotsman (web) 
  • The Scotsman Food & Drink 
  • Wholesale Manager 
  • Grocery Trader 
  • The NEN – North Edinburgh News 
  • Angus World 

Estimated combined reach = 2.8 million 

A coverage book with all press clippings can be viewed here.

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