markettiers4dc Credentials & Case Studies
food & Drink
Our role for brand ● Bring to life through broadcast communications brand and corporate messaging ● Ensure best use of fresh and existing collateral ● Provide ongoing consultancy and support ● Create and develop key themes / creative story-lining ● Secure extensive coverage within broadcast media
Our experience ● Over 15 years experience providing broadcast consultancy and coverage to the UK communications industry ● Over 22,000 items of editorial radio and online coverage generated in 2009 ● PR Week Award winners in 2007 and 2008 for Best Use of Broadcast and Best Live Brand Experience respectively ● Five fully equipped broadcast studios incorporating down the line TV broadcast facilities ● Founding broadcast partner of the CIPR ● 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 partner to the PRCA ● Winner of the NMA Effectiveness Award 2010 for our work with Prudential
consultancy
broadcast approach On every project, regardless of size, the most appropriate members of the core team of 24 broadcast media consultants engage with the client to establish key aims and objectives and discuss potential issues and solutions. We then seek specialist input across the relevant sectors and specialists within markettiers4dc – the TV, radio and online media liaison teams; our digital and technical services department; and our audio/visual production unit to inform our strategy development. Most importantly, all those teams also have input in terms of the campaign creative. We will develop original angles to deliver the campaign objectives and capture the interest of the target media.
Production & Media Relations: ● Broadcast interviews (Radio, TV and online)
● Audio feature/podcast ● Video feature
through the line
● Promotions ● Sponsorship ● Vignettes ● Live read activity ● Brand funded programming
● B Roll ● WebTV programming ● Competitions (Radio and online)
● Viral development ● Newsbites ● Outside broadcasts
research
editorial
our services
● Story angle creation ● Consumer and B2B research (UK and Global)
● Online focus groups
facilities In-house production facilities allow us to create audio and video broadcast quality content quickly and cost effectively.
5 studios
3 edit suites
10 in-house production staff
case study pg tips background
Cake enlisted our support for the wider “how do you describe the taste?” campaign, aiming to position PG tips as experts in tea and taste, whilst encouraging consumers to submit their descriptions of the taste of tea to the brand’s website.
strategy
The broadcast activity took place from a tasting event at the Dorchester Hotel in London and was supported by research revealing the nation’s inability to find the right words to describe the taste of our national drink. The main spokespeople were Monkey and Al (AKA Johnny Vegas and Ben Miller) and they proved extremely popular with station producers and presenters alike.
results
Monkey and Al were both on message and chatted to radio presenters about the research, challenging them to say how they would describe the taste of a cup of tea. The key messages were delivered within the interviews, which were all upbeat and focused very much on the story. Particular highlights included the interviews with BBC 6 Music, Heart Kent and BBC Shropshire. The resulting coverage had an AVE of over £23,000, reaching a potential audience of 3.2 million.
“Monkeh” pg tips monkey
Al of Monkey & Al as portrayed by johnny vegas
Johnny Vegas & Ben Miller on site at PG tips’ Tea Tasting Academy
case study bacon connoiseurs’ week background
Bacon Connoisseurs Week is an annual event in the calendar, and provides an opportunity to celebrate and champion the taste, variety and provenance of premium bacon cures, and re-enforce the importance of looking out for the Red Tractor logo on produce. Markettiers4dc were tasked with producing standout broadcast coverage across radio and online platforms, with Bacon Week ambassador Anton Bu Beke, connoisseur of dance and self-confessed bacon lover.
strategy
We set up a series of radio interviews for Anton to participate in, ran radio competitions in the lead up to Bacon Week and contacted relevant TV programmes. A video feature was filmed on location at Smithfield’s Market; this was hosted by Anton and included an interview with a butcher, Bacon Week’s home economist Claire Greenstreet and provided viewers with recipe suggestions on more versatile ways to use bacon.
97.4 rock fm bringing home the bacon
the foodie list bringing home the bacon
results ● The radio schedule featured interviews with several key regional stations including Key 103 in Manchester (540,000 listeners) and the Smooth Radio network (more than 2.25 million listeners in total).
● To extend the radio coverage, we placed radio competitions which extended the reach of the campaign by almost 1.9million listeners.
● TV coverage was achieved with three high-profile programmes: The Titchmarsh Show, Angela & Friends and Live from Studio 5.
the independent bringing home the bacon
case study love pork background
With the Ashes Test series kicking off in July 2009, Love Pork wanted to utilise this timely hook to highlight that Brits can bowl the Aussies over when it comes to having a good BBQ. To coincide with the theme of this campaign, Former England cricketer Phil Tuffnell (aka ‘Tuffers’) was recruited to launch a national campaign to help Brits BBQ better and discover how easy and versatile pork is.
strategy
Using our brand ambassador ‘Tuffers’ and the results of a Love Pork commissioned survey, Markettiers4dc created an integrated broadcast campaign to encourage barbequing Britain to love pork during the Ashes. We organised a series of radio interviews and produced a video feature on location in a garden with Phil Tufnell offering his top BBQ’ing tips to the watching audience.
msn tuffers’ top bbq tips
team green britain
fresh escapes tuffers’ top bbq tips
results ● A high calibre of stations was secured with highlights including Kerrang, Absolute, BBC Devon, Rock FM and the news hub Sky News radio which syndicates content to the UK’s commercial network. ● Online highlights included leading ISPs Tiscali, MSN and AOL, food sites The Foodie List and Fresh Escapes, and lifestyle site My Village (featured in the restaurants section).
case study discover the origin background
Discover the Origin is a campaign promoted by the European Union, Italy, France and Portugal and achieved by the office representative of five key European products: Burgundy wines, Port and Douro Valley Wines, Parma Ham and Parmigiano-Reggiano Cheese. The aim of all of them is to enhance knowledge of the PDO (Protected Designation of Origin) among consumers, distributors and food professionals and to educate on the benefits of the provenance indicator schemes.
strategy
We worked with Westbury Communications to create compelling content for the campaign website as well as third party sites which would drive traffic to DiscoverTheOrigin.co.uk. Research was commissioned to underpin speech led radio activity, as well as competitions which were used to support the online video placement and delivery of key messages within text.
results
In the inaugural year of this three year campaign, we achieved 35 items of on air coverage and 15 online. The combined coverage was worth an equivalent advertising value of ÂŁ115,000 and the broadcast campaign contributed towards achieving the required levels of traffic to DiscoverTheOrigin. co.uk. Particular coverage highlights included The Independent, Channel 4 and The Culinary Guide.
katie caldesi pasta al forno
discover the origin
kevin dundon pork wrapped with parma ham
case study laphroaig background
Visiting the Laphroaig distillery on the Scottish island of Islay is a real pilgrimage for Friends of Laphroaig (FOL), but one that relatively few can make given its remote location. To enable FOLs to achieve this virtually, the concept of bringing Islay to FOLs worldwide via an online broadcast – Laphroaig Live – was created, with markettiers4dc managing the production and delivery of the broadcast and editorial PR coverage. After great campaign successes in 2007 and 2008, in 2009 there was a new global commercial objective: introduce Laphroaig to the bourbon-drinking US audiences, and retain UK and European engagement.
strategy
Using the latest digital satellite and encoding technology, markettiers4dc recommended and managed the technically ambitious production of a live and interactive Web TV show from the remote Maker’s Mark distillery in Kentucky, maintaining the highest broadcast production values despite the logistical challenges and budget pressures. Broadcasting from the heart of the original stillhouse at the distillery, the show featured the live tasting format and was expanded from a simple whisky tasting to introduce another FOL passion: food, a key feature of the 2009 Laphroaig Live USA event.
yahoo! video enjoy a unique tasting session in one of the world’s top distilleries
results
An email campaign with the databases of 300,000 FOLs and the Maker’s Mark fans drove audience awareness of the broadcast event, and coverage was achieved on 16 specialist food and drink sites, such as thedrinksbusiness; planetwhiskies and thefoodiesite; as well as wider lifestyle sites such as My Village, the Independent and Yahoo in the UK - and on 11 sites in the US. More than 100,000 people have watched the show from 98 countries to date and the Laphroaig website saw a 60% increase in traffic. Online sales of Laphroaig increased 45% on an average month during the campaign and the Beam global sales force reported “a massive response” from the US trade in stocking Laphroaig expressions.
“
Laphroaig Live is now much more than a broadcast, it’s a brand in itself. Our 400,000
strong community help to ensure these events are a continued success but in the past few years we have also seen a substantial increase in the number of new people being attracted to the brand due to the diversity of the shows.
“
We have seen an increase in joining figures, an increase in
online sales and also a massive increase in visits to the site as a direct result of the shows. I don’t know of any other brand that keeps people on their site for over 40 minutes watching a brand broadcast. It just shows how engaging the shows are.
Michael Cockram
Senior Director Classics
Canadian Club & Scotch Whisky Beam Global Spirits & Wine
if you require more information, please contact us E info@markettiers4dc.com T 020 7253 8888 F 020 7253 8885 A Northburgh House · 10 Northburgh Street · London · EC1V 0AT