PURE HEAVENLY

Muckle Media was tasked by Pure Heavenly to raise the profile of the brand through product placement and highlight it is a viable chocolate alternative to those with dietary requirements.

Challenge

Muckle Media was initially tasked with securing product placement for the brand as it rolled out the new range of seasonal chocolates.

The goal was to ultimately raise awareness of the brand’s profile and position it as a mainstream alternative to traditional chocolates.

Strategy

Focusing on a competitive market and an even more competitive time of year for product placement as it neared Christmas, Muckle Media took a targeted approach to its press office.

As part of Muckle’s outreach, key titles were identified that match the same demographic as Pure Heavenly. Top tier journalists were offered samples of the new range which subsequently resulted in a number of national and consumer publications featuring Pure Heavenly in their gift guides.

Results

The team secured 25 pieces of coverage across print, online and social media as a result of the ongoing press office activity.

Pure Heavenly was included gift guides across the likes of: Mail Online, Independent, Good Housekeeping, Taste Magazine Scotland and The Sun’s Snapchat page. 

The coverage that Muckle generated had a total of 1.1m online coverage views, a print  circulation of 172.2k and a reach of 1.9m across social media.

Alongside landing numerous product placement features, Muckle Media also raised the profile of the founder of Pure Heavenly, Stephen Conway, by getting him on an episode of the Scottish Field podcast.

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