Food: Chinese New Year comes to Midlands

Campaign Chinese New Year of the Ox Client Wing Yip PR Team Seal PR Timescale December 2008-January 2009 Budget Within retainer of £2,000 plus banquet and hamper costs covered by client

Wing Yip is an oriental grocer with stores in Birmingham, Manchester, Cricklewood and Croydon. Chinese New Year is a great opportunity for the store to raise awareness of its products and services.

Objectives

To raise awareness of Wing Yip

To position Wing Yip as the aut­hority on Chinese New Year celebrations.

Strategy and plan

Seal hosted an oriental banquet lunch for journalists at Wing Yip’s Birmingham HQ, where Wing Yip and family members were on hand to comment on the business as well as Chinese New Year.

On Chinese New Year, 26 January, Seal gave Chinese food hampers to West Midland radio stations. Competitions also ran in nat­ional consumer magazines including OK!, Take A Break and Take 5.

Measurement and evaluation

In total 27 pieces of editorial were secured, including double-page spreads in regional media, a full-page story in The Grocery Trader and a story in food trade bible The Grocer. Wing Yip was also mentioned on six radio stations including the BBC and Heart FM.

Results

The campaign reached an audience of more than 14 million and achieved a PR value of more than £220,000.

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