Case study

Carrying out an integrated brand launch for Bleiker’s Smokehouse

The brief

Bleiker’s Smokehouse asked MCG to help launch a new brand identity for its range of award-winning smoked salmon created in Yorkshire. We were tasked with raising awareness of the new-look range which was developed to appeal to millennial consumers, using both traditional PR and social media advertising.

The delivery

MCG carried out press office activity to share the new brand identity that highlights Bleiker’s ‘smokecraft’ with key food journalists, who were also offered the chance to try the Bleiker’s products.

We also implemented a schedule of social media advertising to raise awareness of the Bleiker’s brand and product range amongst those who were interested in the category.

This was accompanied by further advertising specifically built to support the brand’s key listing in Morrisons, geo-targeting around the stores stocking the range to an audience with an interest in the category and the retailer itself during the first weeks it landed in store.

The results

The social advertising to launch the listing in Morrisons reached over 80,000 users who had an interest in the retailer. Over the same period as the advertising, the brand reported a sales increase of 37% in the first full week on shelf.

MCG secured coverage in top tier consumer titles including BBC Good Food, Good Housekeeping, Country Homes & Interiors and Woman & Home.

Mentions were also secured in key trade titles such as The Grocer and local media including The Yorkshire Post.

Press coverage with over 3.8 million opportunities to see

  • 3.8m
    Opportunities to see of PR coverage
  • 37%
    sales increase in the first full week on shelf