Bury Black Pudding: Inside the Factory
OBJECTIVES:
The Bury Black Pudding Company produces its famous recipe, which dates back over 100 years. As one of the longest-standing traders on Bury Market, what started as a small butcher and market stall has today grown into a British Heritage brand employing over 110 amazing local staff to produce over 100 tonnes of black pudding each week. The aim for Bury Black Pudding was to generate coverage for its feature on BBC One’s Inside the Factory.
Off the back of the exciting media exposure for the company, The Bury Black Pudding company wanted to make sure this exciting opportunity was on the radars of local and national journalists, generating more recognition for its incredible products and heritage brand among product and food journalists. Alongside traditional media coverage, Bury Black Pudding wanted to grow its social media presence and its reputation amongst ‘foodie’ influencers to demonstrate the versatility of the products, outside of a traditional ‘Full English Breakfast’.
STRATEGY:
It was important that journalists not only knew the BBC feature was taking place but that they were genuine fans of the products too. For this ,we conducted media visits ahead of the feature airing, taking the products to London and securing meetings with key journalists to push the products into the correct handS. We also arranged collaborations with a range of influencers to help showcase the products. For this, we focused on a range of highly relevant micro-influencers with strong community engagement and loyal followers, with some additional large platforms adding to the overall brand awareness activity.
We worked on multiple profiling features on founder Debbie Pierce, angling her inspirational story to both national and local media, further promoting the success of the business via a real human interest story that was both aspirational and inspiring.
RESULTS:
Full Volume secured 10 pieces of media coverage for Bury Black Pudding’s feature on BBC One’s Inside The Factory. We were also able to secure 26 pieces of product placement across regional and national titles and seven pieces of expert advice coverage in the two month period.
Additionally, Full Volume secured 30 pieces of influencer coverage with one post amassing over 200,000 views, 10,000 likes, and 200 comments. By engaging with highly relevant influencers, Full Volume made sure Bury Black Pudding products got into the right hands, with one influencer loving the products so much they shared 10 pieces of recipe content!
Finally, Full Volume was able to secure six pieces of profiling coverage for Debbie Pierce in titles such as The Grocer, Daily Mirror and Insider Media.