MCG invites the media to explore the poppabilities
When our client OXO first approached us to design a campaign to launch its new range of storage containers, POP, to the consumer media our thoughts turned to food. Not what we were having for lunch, but how brightly coloured, attractive food and store cupboard ingredients would help emphasise the benefits of this innovative new range.
With hundreds of national journalists to target and high expectations to meet, we had to create a PR campaign that launched POP with a bang and generated maximum exposure for the new range of storage containers.
We designed an intimate media event at the Good Housekeeping Demonstration Kitchen in central London to showcase the new range and capture the imagination of the media. Theatre at the event was provided by Chef Stein Smart of Hell's Kitchen fame who prepared food throughout the day using delicious ingredients stored in POP and a selection of OXO's kitchen tools.
150 of OXO's consumer journalists were invited to drop into the event, sample the food and try out the products. We were delighted when over 40 contacts from the national, women's and interiors press attended the event to meet with the team. Each journalist was given an individual briefing on the new products as well as a press goody bag containing POP products filled with luxury Italian foods from Carluccios, a spring / summer 08 look book and POP PR leaflet.
The launch was extremely successful, with journalists fully embracing the new range. Many commented that POP would be perfect for their regular storage features and were keen to trial their samples in their own cupboards when they got home to test the benefits of the product. The Deputy Editor of Cosmopolitan, a magazine that has never before focused on OXO products, was so impressed that she has already requested extra samples of POP.
Coverage has also been secured in the Daily Express, House Beautiful, Tesco magazine, Prima Baby, She and Good Housekeeping, with more requests coming in daily.
Get in touch
If you would like to find out more about MCG or would like to talk to us about a project, please call Christine Mortimer on 0113 307 0113 or email christine.mortimer@mcgpr.co.uk.