When Tangerine, the UK’s leading independent confectionery company asked our food PR team to make the most of delicious Princess Marshmallows we knew we could create a winning recipe.
Our approach was simple, we had to find a way to make Princess Marshmallows newsworthy. So we decided to cook-up a new angle by creating recipes made using Princess Marshmallows. The seven mouth watering treats included strawberry and marshmallow trifle and marshmallow party buns for kids. Top quality pictures of each recipe were shot by a specialist food photographer to give our creations the best chance of being used in our target women’s interest titles.
The originality and quirkiness of the recipes generated loads of media interest and many requests for product samples. Coverage was impressive with 35 publications all running the material and to top it all a three-page feature in Hello! magazine. In all we reached 20 million people and generated £300,000 worth of PR value.