An “old school” media relations plan was put into action very quickly. This included media visits to food and lifestyle journalists, where we demonstrated how to best taste the oils and what specifically to to pair each flavour with, plus a full proactive and reactive press office which included different gift guide themes and product focuses. We also implemented a series of weekly media mailers, offering a combination of seasonal hook-led content, recipes and advice / expert comment, to drive the credible expert positioning and to ensure we were showcasing different ways to use the products in everyday cooking in addition to the bigger occasions such as Christmas and Easter.

Influencer relations and collaborations were essential to reach a younger, foodie and lifestyle led audience for the brand. Across two years we delivered several high profile influencer events and product tastings, where The Gif of Oil’s founder showcased different ways to use the products in recipes and tastings. We collaborated with similar food brands across these events, working with local outlets to provide products, such as artisan bakeries and independent restaurants. 

Beyond traditional PR, we also took over all social media platforms for The Gift Of Oil including a strategic content plan for TikTok, Instagram and Facebook that also introduced the brand to influencer marketing and brand collaborations.