Driving fame and nationwide distribution for Border Biscuits
We identified the ‘£190m untapped accessible premium’ biscuit category opportunity’ headline from research undertaken for Border Biscuits’ rebrand and used it to relaunch Border nationwide in a bid to gain listings outside of Scotland.
We organised exclusive trade media briefings to launch the news with top tier journalists spanning both Grocery and Out of Home. This included category updates and a sneak peek of the brands’ very own refresh. Journalists also received their very own hamper to unpack during the session to fully immerse themselves in the brand’s offering.
Teamed with strategically placed advertising to maximise editorial coverage and share of voice verses competitors, the campaign would raise the profile of the brand in a big way.
Editorial coverage across key retail and out of home titles, placed Border firmly back on the radar of key journalists and retailers outside of Scotland, reaching an audience of almost 2 million – driving greater distribution (and shelf space!).
An in-depth interview with Border Biscuits’ MD in the Grocer’s annual Focus on: Cakes and Biscuits report helped to achieve greater share of voice vs. competitors and is now a go-to brand for category commentary for the publication.