Case study · Food & Drink
Franklin & Sons wanted to be the mixer buyers and bar operators think of first. We ran an always-on trade press office across drinks and hospitality titles, combining news, product stories and expert comment. It earned 137 pieces of coverage, 80% in gold-tier titles, and new bar listings.
- 137 pieces of coverage
- 80% gold-tier coverage
- 100% featuring brand messaging
- 2M coverage circulation
- Client Franklin & Sons
- Sector Premium mixers and soft drinks
- Services Always-on trade press office
- Audience Buyers, bar operators and industry decision-makers
- Channels Drinks, hospitality and grocery trade media
What did Franklin & Sons need?
Franklin & Sons makes premium mixers and soft drinks. It wanted a stronger presence in the on- and off-trade, with more visibility among the buyers and operators who choose what to stock.
- Business objective: support wider distribution and new business, including new bar listings.
- Communication objective: keep Franklin & Sons consistently visible in the trade titles buyers and operators read.
What was the insight?
Buyers see a lot of new products. The brands they remember are the ones that appear often, with useful news and a clear view of the market.
The idea was always on for the trade.
What did we do?
- Proactive news. We created a steady flow of brand and category news.
- Product news. Launches and range news went to the titles buyers read.
- Expert comment. Franklin & Sons spokespeople commented on trends in mixers and drinks.
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 coverage | 137 | Prohibition coverage log |
| Outputs | Coverage circulation | 2M | Prohibition coverage log |
| Outputs | Coverage in gold-tier titles | 80% | Prohibition coverage analysis |
| Out-takes | Coverage featuring brand messaging | 100% | Prohibition coverage analysis |
| Impact | New bar listings | Secured | Franklin & Sons |
What did Franklin & Sons get from it?
Consistent visibility with the people who decide what goes on the bar, and new listings to show for it.
What did we learn?
- Frequency matters in trade. A regular presence kept the brand front of mind.
- Give buyers a reason. Category comment made the brand useful, not just visible.
- What we would do differently. record each new listing against the coverage and sales conversations that led to it, so we can show the link.
