Gravity Theory Cider
The challenge
Specialist drinks supplier, Drinkscraft, launched a new cider into the on-trade sector in December 2019 but before it could gain traction, hospitality venues were forced to close indefinitely on 20th March 2020.
Once they reopened, it was a race against time to secure listings to make the most of the traditional cider trade over the summer, especially with more people taking staycations in the UK.
The solution
As a start-up with a limited budget, a straightforward PR awareness plan was agreed with relevant trade media identified and targeted.
Kate Hempsall arranged for one of the country’s leading cider experts and the first cider Pommelier to taste the cider and provide tasting notes and a selection of food matches to give Gravity Theory Cider a strong personality. She researched the most important aspects of cider from an expert and consumer perspective and created a story around these, building in the background story that gave the drink its name and visual identity.
The results
The simple campaign generated:
- 12 pieces of coverage in the most relevant trade titles
- A reach of 125,000 people
- Invitations to contribute to, and receive coverage in, two cider features within a month
- Further opening for the wider Drinkscraft range in a more general trade feature
The client has subsequently retained Kate Hempsall for further PR & Communication campaigns based on the results achieved and sales leads generated.
