Seggiano
BACKGROUND
Seggiano is an artisanal Italian food brand that prides itself on values of sustainability and true provenance, in its diverse range of ethical and organic produce sourced from the heart of Italy.
The company’s commitment to providing best-in-category larder essentials has established its position as a leader in the Italian artisanal food industry, with the brand now supplying several household name retailers, hundreds of delis and artisan food stores around the country, as well as running a thriving B2C e-commerce platform.
Having been impressed by our vast experience in both B2B and B2C specialist food and drink PR, the brand began a PR retainer in December 2022, with our first six months of activity having proved extremely successful in securing trade and consumer press attention.
APPROACH
We forged relationships with our gold tier trade media targets of Speciality Food and Fine Food Digest early on, and created a strategy that incorporated the best of a proactive and reactive approach – through forward features and reacting to journalist requests.
Our consumer strategy tactics included media alerts, awards and competitions while we also linked content to awareness days and holidays, such as Veganuary, Valentine’s Day, Mother’s Day, and Easter. We also launched a robust sampling strategy to entice journalists unfamiliar with the brand.
Our in-depth prepping in advance secured outstanding results. Another objective was to build trust through awards and build a database of thousands of interested email contacts for remarketing purposes via competitions.
In July, we launched Seggiano’s first Supper Club, a campaign to further establish relationships with journalists by inviting key national and food press to an intimate dinner made using Seggiano’s products, with a delicious goody bag distributed to each attendee.
RESULTS
With a total of 99 pieces of coverage, we secured a 210.5 million audience reach, 46 backlinks and 572 direct referrals from online articles.
We have cemented relationships with national and consumer journalists and have brought momentum to the brand name, with journalists now making organic mentions independent of our pitches on a regular basis.
We secured trade media coverage in Speciality Fine Food and Fine Food Digest 15 times over a six-month period – meaning at least one feature in each monthly publication for the duration of our time with the client so far. The journalists now proactively come to us for comments, demonstrating the strength of our strategy.
Contact us today for a free PR consultation with our expert team.
