Waitrose
The brief
We have worked with Waitrose since October 2006 to provide PR, PA and local community relations support in Scotland. As part of this brief, we develop stories to illustrate Waitrose’s commitment to local sourcing. We also work closely with the UK press team to “tartanise” national stories, for example sales trends, YouGov research and so on.
Results
The story of Fraser Docherty, the 18-year old Edinburgh entrepreneur and producer of SuperJam, is typical of our media work for Waitrose. Fraser, one of the youngest ever suppliers to a UK supermarket secured a contract to supply Waitrose UK wide with his range of jams. We researched the story, interviewed Fraser, organised media calls and worked with the Press Office to publicise this story nationwide. In Scotland alone, we secured coverage on radio, STV Scotland Today, BBC Reporting Scotland, mid sheets, tabloids, Scottish nationals and locals with an AVE of £64,957.
Our average AVE equivalent for coverage achieved, is £10 of coverage for every £1 of fee.
