As a retained client, JBP’s brief is to raise the profile of this leading direct selling kitchenware brand in the national lifestyle media to generate product sales via pamperedchef.co.uk and to boost the recruitment of new Pampered Chef consultants.
Activity
Central to the PR strategy is running an efficient and proactive press office to deliver a consistent level of quality national consumer press coverage for Pampered Chef products.
This has been achieved via targeted media relations for new product launches, themed ‘product of the month’ press releases, maintaining solid relationships with the national lifestyle home and food journalists and being quick off the mark to respond to journalist product requests.
JBP is also currently managing The Pampered Chef’s involvement in ‘All Present and Correct’, a media event in London that is set to expose the company to over 150 quality national lifestyle journalists and provide a platform to launch the 2010 Autumn/Winter catalogue.
Also central to this strategy is working alongside brand partners to maximise media exposure. JBP is currently working closely with Cancer Research to launch a range of limited edition ‘pink’ products in aid of Breast Cancer Research, part of the ‘Help Whip Cancer’ 2010 campaign.
The main objective is to use PR to drive recruitment. To achieve this this, JBP has developed a bank of over 20 consultant case studies and is pitching these in to target features slots on national women’s magazines.
Since March 2010, JBP has generated over 15 pieces of coverage for The Pampered Chef with an audience reach of almost 4 million. Recent highlights include a piece on the new Polka dot Martini glasses in the June issue of Weightwatchers magazine, inclusion in a ’10 of the best’ product feature on Channel4.com, coverage for the best selling ‘apple wedger’ in the May issue of BBC Good Homes and inclusion in The Sun in a feature on home working.
The effectiveness of PR has been demonstrated by the growing number of hits to The Pampered Chef website and the growth of online product sales.
Results
- Generating over 4 million brand opportunities to see between March and June 2010
- Leveraging a consistent level of quality press coverage
- Securing coverage in The Sun, Channel 4.com and BBC Good Homes
- Exposure to over 150 quality lifestyle journalists at a forthcoming Christmas in July media event