Campaigns: Food & Drink - True Cornish spirit comes to the fore

Food and drink PR consultancy Wild Card was appointed to generate national media exposure for the launch of the first 'Cornish whiskey'.

Campaign: Hicks & Healey Cornish Whiskey
Client: Healey's Cornish Cyder Farm and St Austell Brewery
PR team: Wild Card
Timescale: September 2011
Budget: £6,000

OBJECTIVES

  • To launch the first Cornish whiskey as a premium, hand-crafted brand to rival Scotland's best
  •  To raise awareness of the expertise of the two Cornish businesses involved
  • To increase visitor numbers and onsite sales at the farm and brewery.

STRATEGY AND PLAN

Wild Card brought in whiskey aficionado Jim Murray to provide tasting notes and endorsement for the brand. The team sent miniature bottles to consumer and trade journalists. An eBay auction of the first bottle raised £2,050 for Cornish charities, which led to additional local coverage.

MEASUREMENT AND EVALUATION

There were 65 pieces of coverage, including eight broadcast hits and five in-depth features, in one month. Prominent consumer coverage of the whiskey and its producers included The Times and BBC Radio 2.

RESULTS

The campaign helped double visitor shop sales at the cyder farm and brewery. All 318 bottles - priced at £150 each - sold out in three days.

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