Case Study: English Apples

Summary

Shout! worked to promote the start of English apple season with a national and regional radio day and creative corporate video for English Apples’ social media pages.

The Project

This was a PR campaign specifically for radio, to mark the start of the English apple season and encourage consumers in the UK to eat more English apples. We also produced a short video for English Apple’s social media pages. Shout! Communications has worked on this annual story for several years, finding new ways of promoting the brand each time.

What We Did
  • Story creation
  • Drafting of tailored press releases for different radio stations
  • Secured extensive coverage across national and regional BBC and commercial stations• Produced a podcast which we distributed to an additional 200 local stations
  • Filmed on location at orchards and factories
  • Edited the footage into a video news package for social media sites
Challenges

Securing coverage for a story that happens every year can be challenging, as journalists always want a new hook. The challenge is to find interesting angles to get media interest in each year’s crop. Our creative team are experts in working with brands to come up with appealing and current ideas and each season we find a new peg that broadcasters want to use. This year the angle focused on how the weather had affected this year’s crop making the apples “smaller, later, brighter but sweeter.”

Outcome

We secured 13 interviews on radio, predominantly on BBC regional stations across England, plus further coverage from our podcast on local stations. All opportunities featured key messages and promoted English Apples to consumer audiences. The video was placed on the brand’s social media sites.

“Shout! are excellent at what they do. Ours is a longstanding relationship of over ten years. They’ve supported us with video production and PR. They always go the extra mile and as a client I find the team warm and friendly and incredibly supportive. They’re great at coming up with campaigns and videos – always something new and innovative and what they offer is fantastic value for money.”

Adrian Barlow, Managing Director, English Apples and Pears.