Food & Drink Creds

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IntroDUCTION

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Here at markettiers4dc we have a dedicated food and drink team to make sure you get the very best out of your campaign. Our team of broadcast media consultants work closely with the industry providing advice on all aspects of broadcast communications across TV, radio and online platforms. From launching a new product to raising awareness of an existing one and educating audiences, markettiers4dc provides creative and innovative solutions to maximise your broadcast opportunities.

Our role is to: • B ring your brand to life through effective use of the broadcast media • Ensure best use of new and existing campaign collateral • Create and develop storylines to engage your target audience and help you to achieve your brand objectives • Secure extensive coverage within the broadcast media

Our experience

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Over 18 years experience providing broadcast consultancy and coverage to the UK communications industry Over 16,000 items of editorial radio and online coverage generated last year Over 70 live webTV shows and 100 hours plus of video produced last year Winners of New Media Age and Revolution Awards and shortlisted as Brand Innovator of the year at Marketing Week Engage Awards PR Week Award winners for Best Use of Broadcast and Best Live Brand Experience respectively Five fully equipped broadcast studios incorporating down the line TV broadcast facilities Regional, national and international broadcast outreach Founding broadcast partner of the CIPR, Broadcast Partner PRCA, PR Week vodcast producer and IAB podcast partner Member of the IAB Video and Social Media Council Recognition of our success comes from more than 93% client retention

broadcast approach

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From product launches to CSR initiatives, markettiers4dc has a great deal of experience working with food and drink brands. Our dedicated team works closely with brands and their agencies providing consultation on the most effective ways to communicate key messages to their target audiences, whether that’s mass outreach through traditional broadcast channels, or by using social media to engage audiences.

our services editorial

ProDuction & MeDia Relations: Broadcast interviews (radio, TV and online) Audio feature/podcast WebTV programming Outside broadcasts Video feature B Roll Competitions (radio and online) Viral development Newsbites Social media and blogger outreach

through the line Promotions Sponsorship Vignettes Live read activity Brand funded programming

research Question consultancy and development Story angle creation Consumer and B2B research (UK and global) Online focus groups

We work closely with clients to ensure that campaign objectives are met, access to talent is optimised, media have access to appropriate collateral and messaging is controlled.

We have five specially designed studios offering television (via BT Tower link), radio and web streaming capabilities from our central London location. We frequently run outside broadcasts on behalf of brands to provide media with ‘on event’ content to increase engagement and to ensure that access to and availability of talent and campaign spokespeople, no matter how limited, is used to best effect.

facilities Our unrivalled in-house production facilities, including our new Virtual Studio, allow us to create audio and video broadcast quality content quickly and cost effectively.

5 studios

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3 edit suites

10 in-house production staff

case study McDonald’s

PAGE 08 BACKGROUND McDonald’s replaced menu boards in all its 1,200 restaurants with new boards displaying the caloriecontent of each item on the menu. This coincided with the next phase of the Government’s Public Health Responsibility Deal, which was revealed by Public Health Minister Anne Milton.

The Responsibility Deal was launched in March 2011 with the aim of improving the public’s health by signing up fast-food and other chain restaurants to provide calorie and other nutrition information on menus and menu boards.

We worked with McDonald’s to ensure the event received extensive broadcast coverage on air and online.

RESULTS We achieved coverage on multiple major TV outlets; BBC 1, BBC News, ITV 1, 5 News and Sky News in addition to stand-out radio coverage on BBC Radio1’s Newsbeat and nationwide commercial coverage via Sky News Radio.

case study Arla Kids Closer to Nature

PAGE 10 BACKGROUND ‘Kids Closer to Nature’ is a grants programme backed by FMCG brand Arla Foods. The scheme encouraged schools, youth groups and community projects around the UK to submit their applications for grants of up to £1,500 to build everything from vegetable patches to wildlife gardens. The campaign was supported by a dedicated microsite where grants were registered and downloadable packs were available for schools and parents.

STRATEGY

markettiers4dc was enlisted to generate broadcast coverage around the launch of the campaign and then for a second phase of activity when the shortlisted projects were announced. Both featured campaign ambassador Chris Packham. The launch phase was supported by key statistics from Arla’s research report as a hook for broadcast interviews, with results showing that children spent twice as long playing indoors as they do outdoors. This provided a perfect angle to encourage people to go online to get fun ideas for playing outside and to apply for grants to help their local school or youth group do the same. Chris took part in a series of back to back radio interviews following a live TV appearance on Daybreak. Following the studio session, Chris fronted a live and interactive WebTV show discussing the campaign and the benefits of getting kids outdoors – this was syndicated to a number of key websites to encourage further traffic to the campaign microsite.

Arla received over 650 applications for grants following the call to action and nine winners were eventually chosen from across the UK. markettiers4dc mined the research report for fresh and salient hooks to give a further editorial platform for the winners’ announcement to media. Working alongside representatives of the winning projects, Chris Packham revealed the winners initially in a live interview with BBC Breakfast from the winning project in Salford, and thereafter from a studio in Manchester to radio stations across the country.

RESULTS Total coverage across both phases comprised 5 items of TV including Daybreak, BBC Breakfast and the BBC News channel, 39 items of radio coverage (including BBC South West, BBC Manchester, BBC Leeds, BBC Sussex & Surrey) and 11 items of online coverage including The Independent.

case study kellogg’s Special K

LonDon Fashion WeekenD

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markettiers4dc consulted with the Special K team and recommended two phases of online outreach, prior to and after London Fashion Weekend. Competitions to win tickets to London Fashion Weekend and following the event, to win House of Fraser vouchers positioned Special K as a positive influence on women’s experiences of fashion, both high end and on the high street. Brix Smith-Start was enlisted to star in the video feature to drive consumer interest and lend her credibility in fashion to Special K brand messaging, which featured throughout the video. Content was placed on targeted women’s lifestyle and magazine sites to align the brand with the world of fashion.

COVERAGE Targeted coverage delivered on Grazia, More!, Marie Claire, The Sun and The Independent

case study pg tips

Johnny Vegas & Ben Miller on site at PG tips’ Tea Tasting Academy

PAGE 14 BACKGROUND PG tips were launching their “how do you describe the taste?” campaign, aiming to position the brand as experts in tea and taste, whilst encouraging consumers to submit their descriptions of the taste of tea to the PG tips website.

STRATEGY

markettiers4dc managed and maximised all radio coverage opportunities by setting up an outside broadcast during a tasting event being held at the Dorchester Hotel. Consumer research had been conducted to help build an editorial narrative to support the commercial nature of the launch, which highlighted the nation’s inability to find the right words to describe the taste of our national drink. The campaign spokespeople were Monkey and Al (AKA Johnny Vegas and Ben Miller) who proved extremely popular with station producers and presenters alike. Our role was to manage that popularity and ensure positive delivery of key messages in every interview.

“Monkeh” pg tips monkey

RESULTS All interviews were upbeat and on brand with key messages delivered in every interview. Highlights of the outside broadcast from the Dorchester included interviews with BBC 6 Music, Heart Kent and BBC Shropshire. The resulting coverage reaching a potential audience of over 3.2 million.

Al of Monkey & Al as portrayed by johnny vegas

case study Bordeax Wines

PAGE 16 BACKGROUND We worked with The Conseil Interprofessionnel du Vin de Bordeaux (CIVB) to produce a series of short videos with the comedian Dom Joly. The campaign aimed to inform and enthuse consumers about Bordeaux Wines, by showcasing its products and challenge some of the popular misconceptions that wine from Bordeaux is expensive and exclusively red.

STRATEGY Well known for his love of wine and travel, the French speaking Dom was a natural choice for the partnership.

This was reinforced by his inclusion in the “Twitter 100” which highlighted how his social media influence could be leveraged to the benefit of aggregating the planned content.

During a three day trip to the region, pre scripted and spontaneous content was filmed with Dom taking a course at the Ecole du Vin (Bordeaux’s wine school), watching the Marathon du Médoc (a 26 mile fancy dress race through the vineyards) and competing in the Ouvre la Voix (an annual scream-off where he was able to put his famous HELLO to the test against the local champion).

The campaign was launched with a live, interactive WebTV show, giving wine and travel enthusiasts the opportunity to hear about the trip, see exclusive content for the first time and put their questions to Dom.

RESULTS The content has been incredibly well received by third party sites and in social media. The WebTV and video assets, which have collectively been viewed more than 53,000 times (more than 98% of views from within the UK) in the first month of being live, effectively communicated the variety and affordability of Bordeaux wine. They also highlighted some of the more unusual activities that can be experienced in the region, specifically the Marathon du Medoc, Ouvre la Voix and Ecole du Vin.

case study Ocado

PAGE 18 BACKGROUND To reinforce its position as a family-friendly brand, Ocado, the online supermarket, developed a campaign around changes to the UK’s paternity laws. Former tennis player Greg Rusedski was enlisted to front the campaign which coincided with both Father’s Day and the run-up to Wimbledon, providing relevant and timely calendar hooks.

STRATEGY To create story angles for the media and provide a springboard for further discussion around the changes to paternity laws we commissioned consumer research to explore the UK’s thoughts on the topic.

Using the research findings as the key hook, we secured a series of radio interviews with dad-of-two, Greg, who added further insight into the research and talked about his own experiences.

We also produced a live and interactive web TV show from the markettiers4dc studio. Greg took part in the show alongside Rob Williams of the Fatherhood Institute and viewers were able to send in their questions and comments to be answered live on-air.

Finally, to provide a variety of engaging content for online media owners, we produced a short video interview with Greg.

RESULTS Extensive coverage across the BBC and commercial radio networks including Sky Sports News, talkSPORT, BBC 5Live and LBC. Online coverage included The Sun, Independent, Daily Express, Metro and several key parenting and lifestyle sites.

Social media channels were also a key route to target audiences, with Twitter outreach in excess of 77,000 people.

case study British Sausage Week

PAGE 20 BACKGROUND Legendary British rock star Noddy Holder was appointed as ‘King of the Sizzle’ to help the nation celebrate the ‘legendary’ British banger.

The annual campaign aims to raise awareness of the versatility of British sausages, and challenges butchers and chefs up and down the country to submit their own ‘Star Sausage’ recipes.

STRATEGY To maximise Noddy’s limited availability and generate maximum coverage, we carried out a phased broadcast campaign. The first radio interview session announced Noddy as the ‘King of the Sizzle’ and then a second campaign specifically promoted the regional sausage competition.

RESULTS The campaign generated more than 150 items of radio coverage with highlights including nationwide distribution across the commercial network with Sky News Radio. The story also received significant coverage across the BBC network with interviews on 26 regional stations including BBC Radio WM, BBC Stoke, BBC Radio Kent and BBC Radio Solent.

case study Red Tractor Simply Beef and Lamb

PAGE 22 BACKGROUND Christmas can be a stressful time of year, with the shopping, cooking, cleaning and decorating often being left to women.

So for the festive season, Red Tractor Beef and Lamb urged the nation’s men to step into the kitchen and ‘Give the Bird a Break!’

With the help of Strictly star and cricketer Darren Gough, a virtual cooking school was launched to tempt men into the kitchen and inspire them with some men-proof beef and lamb recipes.

STRATEGY We produced a series of videos for the Red Tractor Beef and Lamb virtual cookery school, which featured recipes, tips and demonstrations. The videos had to be engaging and editorially balanced to ensure that we could place them on relevant third party websites to drive further views.

To provide context for Darren to discuss the cooking school on radio and give stations crucial regional content, we commissioned consumer research to uncover male and female habits towards Christmas preparation. We also organised a series of radio competitions to offer consumers the chance to win cooking utensils allowing them to create their own culinary delights and encourage them to visit the virtual cookery school.

This offered a very effective route to achieve a high level of branding within editorial air-time.

RESULTS Radio highlights included coverage across Sky News Radio, LBC 97.3, BRMB, Kerrang, Key 103, Radio City and Metro Radio. We placed the video feature on a number of key titles and social media platforms online including The Independent, ITV.com, The Express and The Hub.

if you require more information, please contact us E info@markettiers4dc.com T 020 7253 8888 F 020 7253 8885 @markettiers4dc www.markettiers4dc.com A Northburgh House 路 10a Northburgh Street 路 London 路 EC1V 0AT