Ellseys

Ellseys

Freedman Brown was called in to develop a strategic PR campaign for North West vinegar manufacturer Ellsey's. The company wanted to generate local, regional and national interest as it celebrated its 80th anniversary- brewing, stocking and supplying thousands of gallons of quality vinegar across the UK.

Freedman Brown implemented various PR strategies aimed at targeting consumer, trade, business and lifestyle media throughout the year. Activities included an 80th anniversary tea party, where Freedman Brown launched a 'Desperately seeking Ellsey' search. Freedman Brown used local and regional print and broadcast media to generate interest in the event, which aimed to gather the largest number of people called Ellsey in the same place at the same time! The tea party was held as part of an annual Garden Party at Wigan and Leigh Hospice, which was also sponsored by Ellsey's as part of its corporate responsibility pledge. The event gained a double page spread in the local newspaper, coverage in a number of other local titles across the North West and was also promoted on BBC Radio Lancashire.

Other activities included a competition inviting local school children to design new lorry livery for Ellsey's fleet of vehicles. Winning designs were then printed on the vehicles, which travel the length and breadth of the country. Pupils whose designs were used received a gift card and donation for their school. This activity created positive word of mouth PR, enabled Ellsey's to engage with youngsters and educate them about vinegar, plus resulted in some positive media coverage.

The agency also organised an exclusive press preview evening following the creation of Ellsey's vinegar infused anniversary ale, created with the help of the famous Prospect Brewery. Journalists, bloggers and food writers alike turned out to taste the ale and find out more about the versatility of vinegar. The event was covered by the local press and cemented social media relationships, as many guests used Ellsey's Twitter account to talk about the press preview before and after the event.

Freedman Brown set up and managed Ellsey's Twitter and Facebook pages, allowing all elements of the campaign to be publicised further using social media. The introduction of social media assisted in Ellsey's developing relationships with a number of key stakeholders, raise the company profile and increase brand awareness.

In addition to these activities Freedman Brown also gained impressive coverage in a variety of trade, business and lifestyle publications including, The Lancashire Magazine, The Fish Friers Review, Fry Monthly, Food Manufacture Magazine and The Business Desk.