Astonish: driving national distribution for a challenger cleaning brand

Astonish: driving national distribution for a challenger cleaning brand
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Case study · Home & Interiors

Astonish was stocked in three of the four major supermarkets and wanted more distribution. We positioned it as a trusted British manufacturer and FMCG leader with trade and corporate audiences, through thought leadership, profiling and awards. It secured a Tesco listing, an FT profile and a Grocer Gold Award.

  • Tesco listing secured
  • 1 Grocer Gold Award
  • 50+ business profiling pieces
  • 10 tier-one pieces
Astonish accepting a Grocer Gold Award on stage
  • Client Astonish
  • Sector Household cleaning, FMCG manufacturing
  • Services B2B PR, thought leadership, corporate profiling, awards
  • Audience Retail buyers, trade and business audiences
  • Channels Grocery trade and national business media

What did Astonish need?

Astonish was in three of the four major supermarkets. To grow, it needed the fourth, and stronger awareness with the trade and business audiences who influence buying decisions.

  • Business objective: secure further national distribution.
  • Communication objective: position Astonish as a trusted FMCG and British business authority in tier-one trade and business media.

What was the insight?

Buyers back brands they believe will grow. A British manufacturer with a strong story and industry recognition is an easier yes.

The idea was make the business the story.

What did we do?

  • Thought leadership. We positioned Astonish’s leadership as a voice on British manufacturing and FMCG.
  • Profiling. Business profiles, including in the FT.
  • Award entries. We entered and won a Grocer Gold Award.
  • A go-to spokesperson. Astonish became a regular source for the trade press.

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 in tier-one titles 10 Prohibition coverage log
Outputs Business profiling pieces, including the FT 50+ Prohibition coverage log
Out-takes Grocer Gold Award Won The Grocer
Impact Tesco listing Secured Astonish

What did Astonish get from it?

The recognition and the listing it wanted. Astonish won a Grocer Gold Award, earned an FT profile and secured a place in Tesco.

What did we learn?

  • Awards build trust with buyers. Industry recognition backed up the story.
  • Profile the business, not just the products. Corporate coverage reached decision-makers.
  • What we would do differently. record buyer conversations alongside coverage, so the link between profile and listings is clearer.