Summary

At Motive we love to get our teeth into a great food and drink PR campaign. So it was an absolute joy to get the chance to work with one of our favourite ever Dragon's Den contestants Levi Roots when he launched a new range of healthy ready meals in collaboration with our long standing client MuscleFood.

Our focus was on quality mass media coverage including a combination of a press launch, taste tests and interviews with the iconic founder of the Reggae Reggae Sauce brand.

Challenge

MuscleFood wanted to create a buzz around the launch of the range with Levi Roots. The PR campaign needed to tie in with activities planned by their marketing team which they aimed at their social media influencers and loyal customer base. 

Our brief was to reach mass market media. The target audience for this project was vast – foodies, fitness fans, healthy eaters, busy professionals, families – to name a few. 

This was MuscleFood’s first major collaboration. As the brand continued to grow and reach new customers, it was important to be working with one of the best in the business and with someone who was a firm believer in healthy, balanced eating.

Strategy  

We employed all the great tactics in the PR toolkit. We developed a launch press release, offered samples, interviews with Levi and ran competitions giving away the meals.  

Results

In the first three weeks of launch: 

• 82 items of coverage achieved
• 141 backlinks built including 110 do-follow
• National hits including Metro, Mirror, Daily Star, Good To Know and OK magazine
• Trade hits including The Grocer and Food Navigator

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