Once all of the elements are in place – you need to consolidate your brand. You have developed it, talked about it, created relationships to assist in the communication. You now need to confidently consolidate it. Showcase your business at shows, exhibitions – the right ones. Launch events, celebratory events – inviting the right people. Entering awards to gain recognition – consumer and trade.
Shows and Exhibitions are an important shop front for both trade contacts and for consumer sales. You need to be ready before you invest in these – and need to be equipped to make the most of them. It is not just about a great looking stand for a few days but the lead-up to the show, follow-up after the show, making the most of all press opportunities available to you – chances to meet buyers, press, sampling of your product. Make sure that you squeeze out every potential opportunity. This is where we come in – making sure you do this! Trade and consumer shows are also very different events – you need to have clear objectives. Are you looking for direct retail customers, development of relationships with distributors, a chance to entertain existing customers, export opportunities, to generate income, break-even, market research, a PR exercise in awareness. Knowing what outcome is needed ensures that you approach the show properly.
Supported with PR since the
festival began in 2014
Monkhouse supported this new event for the food and drink industry – with trade, consumer and London – focused media communications.
Monkhouse delivered the PR for this specialist show in 2015 (Barcelona), 2016 (Amsterdam) and 2017 (Barcelona).
‘It was great to experience the working spirit and drive of you and your team.’
Monkhouse delivered the UK PR for the world hospitality and food service event
in Lyon 2017.
‘The energy and dedication brought by the Monkhouse team and the accuracy of their advice really made a difference.’
Showcasing Free From+ crisps and popcorn at UK and international food trade shows
Managed the rebrand of Cheese Cellar to Harvey & Brockless at IFE 2015
Monkhouse have delivered the PR for the show in 2014, 2015 and 2016.
‘Clare and her team were a joy to work with. Hard – working, responsive and creative. They really related to the industry and engaged with our exhibitors.’
Events can play a part – from the glitzy launch of a new product to a family day at a rural farm shop. All take organising and then you need people to come… This could be specific press, media, chefs, buyers or the general public. The event itself needs to be successful in terms of organisation but also people need to know about it! This could be targeted stylish invitations to press, food critics etc… or general awareness in local, regional, national media. Once the event has successfully taken place there is then another chance for follow-up coverage. As with shows and exhibitions – it is not just about the actual day or evening – but your reasons for doing it, which are always ultimately about creating awareness to generate sales.
At the end of June, Monkhouse organised a team away day for Britvic when they visited Shropshire. Monkhouse arranged four local food and drink themed activities for the team.
An evening for media, to celebrate 200 years of cider making by the Sheppy family in Somerset. Creative cider cocktails, a menu using cider in every course and matching cider with every dish.
Sheppy’s Cider marked their bicentenary with a cider-inspired menu at the Merchants Tavern in London. Monkhouse bought together key media for an evening of fine food and a cider education from David Sheppy. Jayne Peyton, freelance drinks writer commented:
“Thank you much for the wonderful evening last night at Sheppy’s 200th party. I loved every minute of it. Very stylish venue, great food, excellent service, and a jolly atmosphere.“
Six leading chefs renowned for championing a specific cuisine were invited to create recipes incorporating Colston Bassett Stilton and Shropshire Blue. The end result was the best possible ‘Clash of Cultures’ with different culinary styles fused with traditional British blue cheeses as a key ingredients.
Arrange press attendance at Harvey & Brockless’ Meet the Makers event, hosted at Quicke’s in Devon. Introduce media to 24 artisan producers and hold three masterclasses including a tour of Quicke’s cheese making Dairy.
Monkhouse brought together key media at Quo Vadis in London to enjoy a beer and cheese tasting event, in celebration of Colston Bassett’s centenary.
Awards are again about raising your profile – of course only if you win! If you do not win this does not matter – you can often receive valuable feedback which can help you make product tweaks and new developments. The wins are great for us to ‘shout about’ – they are useful in PR, to carry an accolade such as a Great Taste star on the product packaging and in any advertising. Many buyers look at specific awards as a way to select what they would like to learn more about. Sometimes it is just to boost your team with a win for all of their hard work. You must select the best awards to enter as they do take time and cost money and they must have a value for the business and the people within the business.
The Foraging Fox won the FoodBev award for “Best new condiment or marinade” in March 2016. Monkhouse managed the award entry.
Cheese, bread and water – Quickes, Colston Bassett, Cheese Cellar, Appleby’s, Bread Du Jour and Wenlock Spring supplied their products for the awards ceremony.