Although Jersey Royals are well loved across the UK, and a seasonal staple in many households, Phipps was tasked with making the 2017 season newsworthy and, in particular, to engage and persuade foodies to trade up.
To achieve this cut through while retaining the down to earth image of the high quality product, Phipps enlisted Jimmy Doherty, celebrity farmer, TV presenter and charming family man, as the first ever Jersey Royal ambassador, achieving a trusted face for consumers across the UK.
We’ve been working with Phipps now for eight years and every year the campaign gets better and better. They have the most amazing media contacts and are tenacious; they don’t ever give up on a piece of coverage. They are driven by their passion for Jersey’s and smash their KPIs every year. John Garton Chief Executive Genuine Jersey Products Association
Phipps launched a full communications campaign showcasing the partnership with Jimmy, creating the first ever Jersey Royal bistro pop up in London – welcoming the public over a weekend and hosting 15 media at a preview evening with Jimmy. The campaign activity also included full press office push including creating new recipes and imagery content for media and social outreach.
The 2017 season PR campaign resulted in a reach of over 2billion people including 100 pieces of national coverage, 20 pieces of regional, and five pieces of broadcast, including full feature segments on ITV This Morning, ITV Lorraine and BBC Radio 1.
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