LPPR - Lawrence Pritchard public relations

Case studies

We bring DNX success on a plate

Creative agency DNX had a strong reputation in B2B but no real presence in B2C markets. To lead them into this new area, LPPR created a campaign around the declining frozen food sector. Working with leading retail title The Grocer, we created The Frozen Challenge. A panel of experts, including DNX, met to discuss just how the frozen sector could be revived. Over four issues of the magazine several ideas were developed, voted on by readers, then the winning idea fully worked up, with branding and advertising created for it by DNX. This idea was then pitched to supermarket buyers to see if they’d stock the ‘imaginary’ product. Not only did The Frozen Challenge gain DNX coverage worth an estimated £25,000 over five months, but frozen food sales rose for the first time in March 2007 – up 1.7 per cent having previously fallen by 12.9 per cent. Though not totally attributable to The Grocer coverage, there is evidence to suggest it did have an indirect impact. The campaign was also nominated as one of B2B Marketing magazine’s best PR campaigns of 2007.

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Looking for a Star

We helped The Transplant Trust to launch its 2009 Transplant Week Appeal by developing a complete campaign – from the initial idea through to the execution of an online appeal lead by stars of the BBC hit TV series New Tricks.

The draw for the Week was a diamond valued at over £2,500 – and a promise that the winner could have this prize turned into a very special piece of jewellery to a design of their own choosing. As well as launching The Transplant Star competition locally and nationally, we also linked up with actress Sue Jameson, who was starting to film a new series of New Tricks with co-stars Alun Armstrong, James Bowlam, Amanda Redmond and Denis Waterman. With Sue’s help, we filmed them making an appeal for The Star, and got it online – widening the appeal of the competition and drawing in new audiences for The Transplant Trust and its aims and objectives in the lead up to National Transplant Week.

You are what you drive…and where you shop too!

When data company Wegener launched it's new REALmotivations product LPPR instantly saw that there were some good consumer PR opportunities as well as trade. We were able to launch two campaigns to promote the new service. Through an exclusive in The London Evening Standard, we launched ‘You are what you drive’, using the profiling product to show what the choice of car said about your personality. Not only did this then run across a range of other national titles, such as The Independent and The Sun, but it also gained coverage on dozens of websites.

To follow up, we worked with The Grocer to do the same thing but using your surpermarket choice to create a customer profile for each of the major grocers. Not only was this one of the most talked about issues of the magazine ever, but it also led directly to an invite to appear on the BBC Money Programme, with Wegener fronting a whole programme dedicated to the success of Tesco.

Finally, the campaign produced a number of strong business leads, including one of the top four supermarkets and the financial services arm of one of Europe’s leading car makers.

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Driving White Vans

Data specialist Wegener wanted to make a splash outside the regular trade press. We took a close look at some of the business data they had on the self-employed, particularly those businesses most likely to be van owners, such as builders, decorators and plumbers.

The popular perception of the White Van Man is that they come from Essex. What we discovered was that while a fair few do indeed come from that county, the largest concentration of 'white van' owners was in fact Surrey – and to be exact the town of Sutton.

We arranged an exclusive with The London Evening Standard who published the story and the facts and figures about white van ownership. As well as van and truck magazines and websites, local coverage was also extensive - even in Essex. Not only did Wegener benefit commercially from the coverage generated, but they also demonstrated the depth of the data they held and their ability to analyse that data in interesting and challenging ways.