Brief
Leading wholesaler Booker launched a new suite of packaging and disposables and enlisted Press Box PR to announce the launch of the range to the catering and hospitality sector. The task was to communicate the launch, inform audiences of the breadth of the range, and communicate the versatility and uses of the products.
Strategy
Taking an earned first approach, we worked with key journalists and media outlets to announce the launch of CaterPro to pubs, bars, restaurants, hotels, coffee shops and cafes, dining outlets, takeaways and fast food shops, QSRs and the wider catering and hospitality sector.
Our approach was to elevate the proposition to differentiate the range from competitors and give audiences a reason to buy.
Activation
We created a bank of targeted press materials covering the launch and bespoke commentary for trade features on topics such as grab and go, takeaway food, disposables, and food to go. We worked with the team on a detailed Q and A to prepare for any media queries and secured timely promoted articles, newsletter banner ads, sponsored posts and advertorials in Out Of Home magazine and Sandwich and Food To Go News.
To support the press activity and to build relations with key journalists, we arranged for lunches to be delivered to media houses, served in CaterPro packaging, and sourced from Booker customers. This acted as a creative touch point with editors and a moment of delight, placing CaterPro front of mind and showing the range live in action.
Results
The week of the launch we secured widespread coverage for the CaterPro announcement, both as standalone news articles and within new product round ups. The Grocer and The Caterer were the first to go live, followed by Bar magazine, Packaging Europe, plus strategic titles such as Fry magazine, Chippy Chat, QSR, and Fast Food Professional.
Following this, to ensure a steady drip feed of brand mentions, we secured commentary within key trade features, positioning the range as an essential for caterers and offering industry insights on key topics.
