Waitrose, Work Overview

Overview

Generate Coverage
To generate widespread national, consumer and online coverage ahead of the peak Christmas period.

Identify to Key National Media
Identify potential feature and news angles and issue under embargo to key national media.

Utilise relationships to generate interest
Utilised relationships with key consumer news and features contacts to generate interest
Ensure there was enough time to digest the report
To ensure there was enough time to digest the report – it was sold in two weeks prior to its launch under embargo
On the day of the launch
On the day of launch a mailer was sent to key contacts to further excite them with products to highlight the trends
An event to celebrate the launch of the document
An event took place to celebrate the launch of the document. The party is also an opportunity to engage with key contacts to further sell in the report and also seek out other opportunities