Creativity, contacts and graft, a recipe for PR success
East Lancashire-based food company Clayton Park Bakery was looking to raise its profile ahead of the opening of a new factory unit to increase the company’s capacity for baking bread and cakes. That was the initial brief, to be followed by an on-going relationship to promote their various brands across the baked goods sector to increase their market share.
The company has a strong link with a number of leading football clubs in the North West as suppliers of pies and baked goods for corporate guests and supporters.
We tapped into this market to get some instant, high profile coverage of the company. Among the clubs Clayton Park supply pies to, four are founder members of the Football League, which celebrated its 125th anniversary at the start of the season.We therefore arranged for the company to bake and present special 125th-anniversary pies to Everton FC (who also agreed a new contract with Clayton Park Bakery), Blackburn Rovers, Preston North End and Accrington Stanley.
“We were impressed that Viva came up with the 125th anniversary idea and were then able to set up these promotional opportunities with some high-profile football people at the clubs concerned. We received some very positive publicity at an important time for the company and were also able to enhance our relationship with the clubs, who are all highly valued customers of ours.”
Brian Ashworth, General Manager of Clayton Park Bakery