Waste Apples Diverted.
“At Hawkes we challenge ourselves to be a cider brand like no other. We’re innovative, urban and distinctive, so we don’t talk about generations of family, vintage tractors or our deep roots in the countryside.
“We needed a PR team who understands that clearly, positioning us as a lifestyle brand rather than a drinks company, and Rooster certainly hit the brief. A lovely team that is dedicated to building your brand alongside you and delivering super results.
“Our Apple Donor campaign has been running for eight years and Rooster gave it a fresh spin, leading to almost as much coverage as apples we had donated!
“We couldn’t recommend them enough, especially to a fast-paced company looking to capitalise on opportunities that larger PR agencies wouldn’t execute snappily enough.”
Elliot Allison, General Manager
Hawkes annual Apple Donor drive is a big deal for the sustainable urban cidery, and with the UK facing a national food shortage and COL crisis, it felt more pressing than ever to effectively address the apple waste issue this harvest season.
The Rooster team is never more committed than when it’s supporting a good cause. So, thanks to an exhaustive programme of tailored individual pitching (and despite the Queen’s passing and the political chaos dominating the news agenda at the time of launch), Rooster achieved cut through with carefully crafted pre- and post-campaign ‘good news’ stories, generating 30 pieces of local, regional, national and trade coverage (so far) on the Apple Donor drive and results.
Web traffic through the campaign period was up 54%, whilst donations this autumn saw Hawkes collect a record 13 tonnes (that’s 13,000 kilos – or more than a double decker busload) of apples that would otherwise have gone to rot.
Take a look at some of our Apple Donor coverage – you’d be forgiven for mistaking these dedicated pieces for sponsored content, but they are all editorial – City AM, London Daily News, London Post, Southwark News, Food & Drink Tech, The Drinks Business, Essex Magazineand Wales online.
Print features ran in the likes of Foodism, City AM, Southwark News, & HomeStyle, whilst pitching also led to a shoot at the cidery for ITV London’s new climate action series, “Worrier to Warrior” – the broadcast icing on the campaign cake. Watch the full feature here.