Bell Pottinger Business & Brand has worked for The Brand Cellar since April 2011, launching this unique UK start-up by raising awareness of its innovative business model – acquiring lost or under-performing heritage brands and reinventing them for new generations of consumers in the UK and in emerging markets.
We unveiled the Brand Cellar’s story at London’s Museum of Brands Packaging and Advertising in July 2011, inviting national business and trade media to hear the results of a YouGov poll revealing the consumer appetite for bygone brands, and announcing serial entrepreneur Sir Rodney Walker as the company’s Chairman.
The launch focused on the revival of one of the once dominant high street butchers brand Dewhurst, featuring an appearance by The Dewhurst ‘Master Butcher’ in the shape of Brand Cellar founder Jonathan Hick.
The launch secured a wide range of national and international coverage, with articles in The Times, The Telegraph, The Guardian, The Independent, The Daily Mirror and The Sun, as well as the FT Bloomberg BusinessWeek websites. The BBC World Service interviewed a spokesperson for The Brand Cellar for its World Business Report, and the launch was covered in key trade publications including The Grocer, Retail Week and Marketing Week.
This was a fully integrated traditional and social media campaign, using a social media news release to share photos and video with target journalists and bloggers, and supporting this by establishing YouTube, Flickr and Twitter profiles for the company.
The successful launch has not only helped establish The Brand Cellar’s business pedigree, providing the basis of strong on-going relationships with key media outlets, but has also generated a series of enquiries from prospective brands and business partners. A member of the Brand Cellar staff commented – ‘the day after the launch the phone didn’t stop ringing!’