At Prohibition we always look to create engaging content for clients and thrive at the opportunity to produce an integrated campaign that celebrates a brand. For luxury British teatime treats brand, Cartwright & Butler, our summer brief was to create a campaign that celebrated the great British summertime. So, we came up with Cartwright & Butler’s luxury take on the picnic – the poshnic! It consisted of hosting an influencer event, devising content for social media and securing features in the media.

A luxury event for Yorkshire based influencers

The central part of the campaign was to host an influencer event. We did this by sourcing and inviting a selection of Yorkshire based influencers with personalised invitations to attend the event that was held at The Yorkshire Sculpture Park. Complimentary transport was provided to and from the event to offer a nod to the brands luxury feel. When the guests arrived they were welcomed to a beautiful area that we had set up comprised with décor including throws, cushions, candles, fairy lights, flowers, personalised menus and table settings and other elegant items to really set the scene. Cartwright & Butlers branding was a key feature throughout with products visible on the table for guests to sample and the colours chosen for the décor reflecting their colour palette. The influencers also received their own gifted poshnic hamper, complete with Cartwright & Butler products and recipe cards of the food that was served at the event for them to take home. We also welcomed a star guest, Great British Bake Offs Karen Wright, who baked a beautiful cake using Cartwright & Butler’s products. The aim of the event was for the attendees to get a feel of who Cartwright & Butler are as a brand, understand their Yorkshire roots and sample some of their delicious poshnic recipes in the glorious Yorkshire sunshine.

Summer recipes at the poshnic influencer event
Luxury decor at the poshnic influencer event

Creative and engaging social media content

A further layer to the campaign was to create engaging social media content focused around celebrating the poshnic. The basis of this content was created from footage filmed at the event which included a mixture of talking to camera pieces with the influencers and Karen Wright discussing the event and the Cartwright & Butler team talking about the poshnic and brand. From doing this, we were able to create stylised and engaging video content to be shared on social media. It also included a variety of footage from the event itself and was shot in an upbeat, vibrant manner. A photographer was also present at the event allowing us to gain a variety of lifestyle shots of the attendees, the food and the event and décor which we also shared on social media channels. On top of this, we created teaser content that included an Instagram split grid of the hashtag #poshnic and images of Cartwright & Butlers summer recipes which created interest and allowed the campaign to gain some momentum in the build-up to the event. In all of our content shared we included the campaign hashtag #poshnic and encouraged influencers to do so too when sharing content from the event.


Establishing relationships with influencers

When outreaching to Yorkshire based influencers and inviting them to the event, there were some who were unable attend but we wanted to ensure they were still part of the poshnic experience. With this in mind, we sent them bespoke hampers tailored to suit their tastes, accompanied with some information about the brand and the campaign alongside a personalised note expressing that we didn’t want them to miss out on sampling Cartwright & Butler’s products. By doing this, we were able to extend the talk of the poshnic campaign on social media to wider audiences and gained further features on influencer’s stories and feeds. This has allowed us to establish strong relationships with influencers who are highly engaged with the brand and also contributed to our social media side of the campaign.

Great British Bake Off’s Karen Wright attending the poshnic event
Yorkshire based influencers sampling Cartwright & Butler recipes and products

Securing coverage in key media outlets
As part of ongoing press office activity, we also pitched a poshnic feature to the media which offered tips and advice on how to create the perfect poshnic on behalf of Cartwright & Butler, which was featured in HomeStyle, Evening Standard and Harrogate Living. As part of the feature, we also utilised the recipes that were created for the poshnic campaign which had lifestyle imagery to accompany them, these were featured in Good Homes and Harrogate Living. To tie together the whole campaign, and also as it was National Picnic Month in July, we proactively secured media coverage for the collection of products Cartwright & Butler have available in their poshnic collection. These were featured in the H&N magazine, Living North, Northern Life and Chat Magazine.
If you’re interested in delivering a successful social media campaign, you can always get in touch with us. We help and assist brands in all sectors with their PR and content marketing, creating engaging content and devising strategies that helps brands with their goals and to reach their target audience.

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About Abbey Gray

Junior Account Manager at Prohibition PR. First class journalism graduate, passionate writer and novice baker! Based in Leeds.