PR · Campaign Manager

Butternut Box

Working with a FMCG company to imporve brand awareness.

Tools used:

A fresh take on dog food

Planning for brand awareness

A fresh take on dog food was a tagline pre-existing within the company. I was tasked with designing a campaign that would focus on highlighting the quality of ingredients used in Butternut box’s recipes via taste-testing messaging in order to introduce the company’s visual brand and brand character to general audiences. The campaign was designed to take place via two ideological parts; fresh enough for humans and refreshing expectations.

A video barks a thousand words

The taste-test food truck took place during the summer of 2021. Aside from organising the nuts and bolts of the event, I also petitioned for, produced and edited the video content developed from the event.

Due to its ability to capture a notion an be shared with hundreds more via the click of a button, I asserted that the power of video was the best way to amplify the experience post-event. The long-live content was designed to spark a larger conversation around the low standards in the pet food industry and how the company was challenging those expectations.

Driving coverage

The press release post-food-truck was paired with research to spawn an eye-catching title, which lead to the press release being covered by 26 online outlets inclusing Markets Insider, Yahoo news and Finanzen.

See the coverage

Increasing followership by

GIVING BACK

INTERNATIONAL DOG DAY

The aim of this endeavour was to boost social media followership using the giveaway tactic. By linking entry to interaction with the posts via sharing, reposting and commenting, we were able to improve social impressions by over 400% over the course of the competition.

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Woofstock award (AUGUST 2021)

Press release and distribution by KMA Paul

Glamping with potential clients

After identifying a large base of potential clients, I arranged pop-up events and glampling locations across the UK. The ABC1 audience was the perfect blend for the company's target audience, resulting in positive brand exposure to a relevant segment in memorable conditions.

Making the most: market research

Making the most of the captive audience, I undertook market research to better understand potential clients and their shopping habits. After compiling the data, I converted the most intriguing findings into a infographic to share with internal stakeholders.

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