We introduced Reapp to major titles such as The Financial Times and The Grocer, developing relationships with the most influential editors to become their go-to spokespeople.
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, identifying the winners and losers across FMCG
– Performance across beers, frozen foods and snacking following each competitive match for England in the FIFA World Cup
– Predicted the sales trends ahead of other key sporting events
– Discussed the impact of new HFSS restrictions on confectionery sales
We developed relationships between top journalists and Reapp’s CSuite, 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 prospects 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.
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 the new brand and left its competitors in the dust as it dominated media share of voice.
