Over the course of five years, our food PR team helped to ensure the solid growth of Pure dairy-free spreads brand from niche ‘free-from’ product into a £7 million brand. Once established as the leading brand in the UK, the challenge was to sustain excitement and interest around a product.
We knew that a tub of margarine on its own would not interest journalists or consumers, so we used sustained and creative media relations, direct customer contact, competitions and event support to maintain interest. Recipe ideas, consumer competitions and radio campaigns all played a part and drove consumers to the Pure website.
Pure punched above its weight and was awarded the prestigious ‘Best Organic Product’ at the Food Marketing and Manufacturing Awards. Leading trade magazine The Grocer confirmed Pure as one of the fastest growing spreads brands in the UK.