South East Food Group Partnership
Client: South East Food Group Partnership (SEFGP)
Project: To raise awareness of the South East Food Group Partnership
Background
The South East Food Group Partnership (SEFGP) represents and supports local food groups and producers in the South East of England with marketing, trade development, business support and training. SEFGP aims to help food and drink producers across the South East region grow their businesses.
Priory worked with SEFGP to raise awareness of the organisation on a national and regional level with a strategic three-staged pr programme:
Project one: Launch of the SEFGP website
Project two: Raise awareness of farmers’ markets across the SE
Project three: Launch of the ‘South Coast Fishcake’
Implementation
Activities across all projects included:
Writing and selling-in news releases for print media, targetted at consumer, trade, retail and public sector press.
Creating and selling-in feature ideas for broadcast media – challenging reporters to see if they have what it takes to be a farmer: ‘a day in the life of a farmer’.
Creative photography – ranging from using seasonal produce in the studio to beef cattle up on the farm. Priory prepared creative, striking images to appeal to a wide range of media.
Third party liaison including county-level food groups, farmers, farmers’ market organisers, schools and county councils.
Results
Project one: Launch of the SEFGP website
Coverage of the website achieved in national, regional and local print and online media. Priory’s creative photography secured the front page of South East Farmer.
Project two: Raise awareness of farmers’ markets to consumers in the SE
Coverage achieved in regional and local print, online and broadcast media. Priory’s feature idea, ‘a day in the life of a farmer’ achieved coverage on ITV Meridian South East’s ‘Meridian Report’.
Project three: Launch of the ‘South Coast Fishcake’
Coverage achieved in regional and local print, online and broadcast media. Priory worked with BBC South Today, which reported on the story from a Hampshire school. BBC Southern Counties Radio and BBC Radio Solent also covered the story with radio interviews.