The media relations campaign transformed Reapp from an unknown business to becoming the go-to commentator on grocery retail topics in the press. The activity cemented their position as industry leaders and left its competitors in the dust as it dominated media share of voice.

We used Reapp’s capabilities to perform data-led storytelling and drive brand awareness across trade, business, regional, broadcast, national and international media.

We introduced Reapp to top media targets like The Financial Times and The Grocer, which led to multiple examples of earned media coverage, and developed relationships with the most influential editors to become their go-to spokespeople for breaking stories.

Working closely with Reapp’s data experts, we identified relevant news trends tied to cultural moments to gather insights on. We then developed these into news hooks and stories to pitch to a variety of media – going beyond the trade and getting onto the national business and tech pages, as well as broadcast, where investors would be watching:

Angles included:

• Expert analysis into Christmas sales, identifying the winners and losers across FMCG
• Sales performance across beers, frozen foods and snacking
• Predicted sales trends ahead of the winter World Cup
• Discussed the impact of new HFSS restrictions on confectionery sales 

We developed relationships between top journalists and Reapp’s C Suite, regularly contributing to features using Reapp data and expertise to showcase knowledge – and build all-important backlinks too.

Reapp held HFSS focused trials in stores across the UK – discovering HFSS-compliant brands were seeing up to 10% growth. We arranged exclusive interviews with The Grocer on these findings, securing multiple channels of coverage across the trade bible.

We helped announce the Wagestream initiative, which allows Dee Set employees to withdraw their wages at any point of the month, to target regional media, expanding our reach even further. 

Not content simply to target the media, Smoking Gun helped Reapp excite its potential customers with a creative mailer. We designed replica front covers of The Grocer, depicting the respective brands’ progression in the future if they were to choose Reapp to help support their FMCG growth. 

We supported the business through its acquisition by Acosta Europe, shaping day one strategy and messaging as well as announcing the news to media with hero coverage in The Grocer and other trade and business publications.