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PR & Reputation Management Company

Brand Voice Development

Dee Set Group – growing retail fame


Dee Set Group is a retail solutions business that helps major brands sell more. Its particular expertise lies in improving and optimising brands’ sales performance across the Big Four supermarkets. 

With no past experience of PR, Dee Set came to Smoking Gun with two core challenges.

Firstly, following its major investment into big data, AI technology and the development of a new app set to disrupt the grocery market, the business was lacking a distinctive brand and website from which to launch its product and needed strategic brand positioning support.

Secondly, the business sought to grow its profile and that of its CSuite through trade and national media, positioning the group as thought leaders in retail data and tech.

With retail bible The Grocer in its sights and ambitious plans to tell Dee Set’s story far and wide, Smoking Gun set to work growing B2B fame.


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.


High profile media hits

Dozens of national and trade media hits with titles including The FT, Daily Star, The Grocer, Talking Retail, Grocery Gazette, Grocery Trader and Business Live

Backlink building

Built high domain authority backlinks, aiding SEO performance and taking the new site DA rapidly from 1 to 18

TV and radio

Broadcast interviews with regional BBC stations in target areas

New customers up 200% YOY

with significant uplift in revenue performance. Creative mailers landed new business from a major confectionery brand

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