Key features used
- Media database
- Journalist alerts
- Journalist requests
- List building
- Speed pitching events
Key coverage
- The Telegraph
- Women & Home
- Good Food
- and many more
RAW Food and Drink PR is a specialist agency that helps food and drink brands get noticed. They create strong PR campaigns, connect with top journalists, and boost brand visibility. From product launches to reputation building, they use effective PR strategies to secure media coverage and grow their clients’ presence.
The challenge
DukesHill, known for its high-quality hampers and gourmet food, aimed to introduce its Christmas range to a wider UK audience. While already an established name among food connoisseurs, the brand wanted to reach new customers unfamiliar with its premium offering.
RAW Food and Drink PR needed to identify and engage with influential journalists who could showcase DukesHill’s festive products in leading UK publications. The challenge was finding the right media contacts quickly and ensuring their pitches stood out in the crowded holiday PR landscape.
The solution
RAW leveraged Roxhill’s highly accurate media database to precisely target food, lifestyle, and retail journalists. By using the list-building tools, they created curated media lists tailored to DukesHill’s campaign, ensuring their outreach was highly relevant.
To take one step further, RAW used journalist requests and alerts to monitor media opportunities and stay updated on journalist moves. This helped the team jump on relevant PR opportunities in real time, significantly increasing their chances of securing high-quality media placements.
Beyond Roxhill’s PR software, RAW also took advantage of speed pitching events, making direct connections with journalists looking for fresh, seasonal content. This proactive approach helped them pitch story ideas quickly and effectively.
To maximise brand exposure, RAW had the opportunity to showcase DukesHill’s premium products at a summer Roxhill event, which helped the brand build recognition among influential journalists.
The results
The campaign was endorsed by 28 influencers, from well-known food bloggers to lifestyle content creators, who shared DukesHill’s products with their engaged audiences. This endorsement significantly amplified the brand’s credibility and reach, sparking conversations across online and driving consumer interest.
The campaign secured 182 pieces of media coverage in the UK’s most respected publications, including The Telegraph and Evening Standard. These high-profile features positioned DukesHill as a go-to brand for premium festive food and hampers, reinforcing its reputation among both new and existing customers.
As a result, the campaign reached an impressive 347 million people, generating significant brand awareness and delivered 3.7x more revenue compared to paid media, proving the power of PR-driven campaigns.
It also achieved the highest average revenue per order across all marketing channels, making it one of DukesHill’s most successful PR campaigns to date.
We asked Hayley Reynolds, Founder and Director of RAW Food and Drink PR, what sets Roxhill apart.
“Roxhill is incredible, not only as a brilliant research tool to use but also as an inspiring team who work tirelessly to connect PRs with journalists and bring relevant and topical information to front of mind.”