Tryton Foods, the maker of the famous Aunt Bessie’s Yorkshire puddings, decided to launch a new foodservice business to capitalise on the boom in eating out. In what was dubbed a ‘revolutionary’ move, they decided to create a new style of foodservice company under the Tryton Foodservice brand which was separate from Aunt Bessie’s.
Taking the revolution theme we organised a press launch on the London Eye, which attracted all the top name foodservice journalists and led to extensive trade press coverage. We followed this with an active PR campaign highlighting product launches and developments and we created extra editorial opportunities with sponsorships, round-tables and advertorials. We capitalised on seasonal opportunities by creating spoof stories on the launch of a heart-shaped Yorkshire pudding for Valentine’s Day.
The campaign secured a high level of trade press coverage, creating immediate visibility for the new foodservice brand and helping establish Tryton as a leading provider to the foodservice market.