OUR CHALLENGE

Progressive PR & Communications (PPR&C) were briefed to deliver a national PR campaign with a Victorian focus around the opening of the New Richmond location of Penny For Pound.

The objective was to spread awareness of the new location while building overall brand awareness.

OUR RESPONSE

We focused on driving coverage through traditional media and set up a lead in story with Good Food (The Age). We used our media release to perform targeted pitching to a range of key outlets. We also leveraged easter and Penny For Pounds hot cross buns to generate coverage.

OUR OUTCOMES

Over the course of the campaign, we  managed to secure both traditional and social media outcomes across this campaign.

• Secured multiple stories in key outlets – Good Food, Kitchen Confidential, Broadsheet
• Engaged multiple influencers which generated an estimated reach of 207,500
• Generated an approximate total audience of 1,610,675 and ASR of $682,756 through monitored traditional media

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