We are now part of Clark

Represent has been acquired by Clark, an award-winning PR and comms agency in Edinburgh and Glasgow. The team has moved to Clark and will continue to deliver exceptional communications support to clients in the B2B, education, tech, tourism and retail sectors - and more. We'll soon be closing the Represent website, so head to the Clark site to find out more and get in touch with us for support.

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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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