Find out how Wild Card agency, a communications consultancy for consumer brands, used Roxhill to turn the British Pie Awards into a mainstream media conversation, delight their client, and generate over 400 pieces of coverage.
Key features used:
- Media database
- Journalist profiles
- Media lists
- Interviews
Coverage secured through Roxhill:
- BBC News
- The Guardian
- The Telegraph
- Daily Mail
The challenge
Wild Card was tasked with generating significant media buzz for their client, The British Pie Awards, helping to position them as a national talking point, drive awareness among a broad consumer audience, whilst also stirring up regional pride in Britain’s local bakers.
The challenge was to reinvigorate the traditional, heritage event and make it part of the busy national and regional news agenda.
Wild Card needed to create feel-good talking points and strike the perfect balance between humour, nostalgia, and national identity to give pies their annual pop culture moment.
The approach
To maximise reach, Wild Card shared a forward planning notice with broadcast contacts a couple of months before the event, along with a pre-event release to raise awareness of the awards ahead of time.
They also went beyond the announcement of ‘supreme champion’ to maximise opportunities for regional coverage by drafting separate regional press releases announcing the winners from each of the 26 classes to celebrate local bakers, too.
How Wild Card Agency used Roxhill's Media Database:
Roxhill’s database was a vital part of their media preparations – they used detailed journalist filters to go beyond the obvious outlets, tapping into news, lifestyle and broadcast media. They also focused on the particular interests of journalists and anyone who had covered the awards before.
Roxhill’s ability to sort journalist contacts by region helped ensure the outreach was hyperlocal and relevant.
Wild Card says, ‘Roxhill is an essential tool for the team, allowing us to pinpoint the right contacts and pitch with precision, creating meaningful journalist relationships. We especially like the ‘Roxhill Says’ journalist notes for all the extra details and the Roxhill Meets events are a great way to get in front of busy, time-poor journalists. As we have offices in London, Bristol and Cornwall, the webinars are really convenient for those not based in London.’
Here’s how Roxhill’s Media Database features helped with their media outreach:
- Research and target specific journalists: Roxhill helped them build a concise media list of top-tier food and lifestyle journalists most relevant to their campaign.
- Monitor and analyse trends: using Roxhill’s Pinpoint tool, they monitored chatter around food trends, jumping on the news cycle to provide hooks for pitches.
- Set custom alerts: Wild Card agency leveraged custom alerts to track the latest food news and trends, pitching at the perfect moment for maximum media coverage.
- Craft eye-catching pitches: using Roxhill’s exclusive profile insights, they were able to tailor their pitches to make stories resonate with specific journalists.
The results
As a result of Wild Card agency’s nostalgic, humorous, and heart-warming media materials, stories on the British Pie Awards gained significant traction.
Key results included:
- More than 400 pieces of high-quality coverage, including national news, regional news and broadcast features, exceeding last year’s results by more than 100 media insertions.
- National media coverage in BBC News, The Guardian, The Telegraph, MailOnline, i news and The Times.
- The coverage created a halo effect for the bakers themselves, leading to increased visibility and a moment in the spotlight for many of the winners. Several received inbound media enquiries thanks to the media outreach.
Why choose Roxhill's Media Database?
Why Choose Roxhill’s Media Database?
With Roxhill, you get more than just contact details – our database is packed with exclusive insights so you’ll learn what, when, and how to pitch. Start building rewarding connections with the world’s leading journalists today.
