Sometimes there’s nothing like a good old PR stunt to generate media coverage. This was the approach we took when publicising Princess Marshmallows to the brand’s core 25 to 55-year-old female market. We chose one of the top fashion events of the Season – Royal Ascot Ladies Day – and created a fabulous marshmallow hat that would get the paparazzi snapping away.
Award winning milliner Maggz Bennett was commissioned to create a metre-wide hat made of over 1,000 marshmallows. We then selected 19-year-old marshmallow fan and model Jade Taylor to wear the extraordinary ‘edible hat’ to Ladies Day. A tabloid photographer was hired to capture the moment and the shots were syndicated to all national and regional press and online media. Scores of attending paparazzi and TV crews also took pictures and ran interviews.
Results were impressive with national coverage in the Daily Mail, Daily Express and The Mirror, plus coverage on ITV, BBC and Channel 4. The pictures were also syndicated around the world and generated coverage as far away as China. In all, the campaign generated just under £100,000 of media coverage.