Case study · Food & Drink
Cartwright & Butler makes premium biscuits, preserves and hampers, with Yorkshire heritage at its heart. It wanted more Yorkshire shoppers to know it and buy it. We invented the Poshnic, a picnic done properly, and launched it with an influencer event at Yorkshire Sculpture Park. Sales rose by 52%.
- +52% sales uplift
- 23 influencer partners
- 15 pieces of coverage
- 5K+ social engagements
- Client Cartwright & Butler
- Sector Food & Drink, premium
- Services Influencer marketing, event, PR, social media, video
- When July 2019
- Audience Food lovers and gift buyers across Yorkshire
- Channels Influencers, regional press, social media
What did Cartwright & Butler need?
Cartwright & Butler wanted to be better known on its home turf. It asked us for a Yorkshire campaign that felt distinctive, premium and local.
- Business objective: grow sales in Yorkshire.
- Communication objective: raise brand and product awareness across Yorkshire through coverage, influencer content and social engagement over the summer.
What was the insight?
Summer in Yorkshire means picnics. Cartwright & Butler’s biscuits and preserves belong on a picnic rug, but a picnic sounds ordinary. A posh picnic sounds like an occasion.
So we gave it a name. The idea was the Poshnic.
What did we do?
- A launch in a Yorkshire landmark. We hosted an influencer event at Yorkshire Sculpture Park, with tables laid on the lawn.
- A chef at the centre. A Great British Bake Off contestant turned Cartwright & Butler’s products into a premium picnic in front of guests.
- Twenty-three partners. Yorkshire food and lifestyle influencers came, shared and created content.
- PR, video and social. Regional press, our own video and social content carried the Poshnic well beyond the day.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of regional coverage | 15 | Prohibition coverage log |
| Outputs | Influencer partners | 23 | Prohibition campaign reporting |
| Outputs | People reached in Yorkshire | 23,309 | Prohibition campaign reporting |
| Out-takes | Organic social media engagements | 5,059 | Prohibition social reporting |
| Impact | Sales uplift | +52% | Cartwright & Butler |
What did Cartwright & Butler get from it?
A named idea it could own, and the sales to show it worked. The Poshnic put the brand in front of more than 23,000 people in Yorkshire, drove over 5,000 social engagements, and sales rose by 52%.
What did we learn?
- Name the moment. “Poshnic” gave journalists and influencers something to talk about, not just a product.
- Pick a place that does the work. Yorkshire Sculpture Park made the content look premium without trying.
- What we would do differently: give each influencer a tracked code, so sales can be linked to the partners who drove them.
