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