Swizzels
Turning Swizzels’ Squeletons into a Halloween media sensation
The Brief
RMS has worked with UK confectionery manufacturer Swizzels for 14 years, handling all PR requirements and delivering a raft of award-winning campaigns. In September, the marketing team at Swizzels tasked RMS with supporting the launch of Halloween themed Squashies, aptly named ‘Squeletons’.
Activity
To drive awareness and generate excitement around the new product, the PR team at RMS developed a multi-channelled PR campaign targeting national, regional, local video and retail media outlets. The campaign kicked off with an exclusive launch event with our team securing the attendance of journalists from top tier regional publications including LADbible, Manchester Evening News and Manchester Confidential.
The team then crafted targeted press releases for national and trade media, showcasing the unique features and appeal of ‘Squeletons’.
Results
RMS secured 301 pieces of coverage across 289 industry-leading publications, exceeding the original objective by over 750%. This included a feature on ITV’s This Morning and articles in The Sun, The Grocer, Daily Mirror, Daily Express, South Wales News, and The Bolton News. This resulted in an estimated 1,371,000 views and achieved a 537% increase in engagement.
As a result of our PR efforts, Squeletons became the widest-distributed Halloween product in the Symbols & Independents channel and the best-selling new product development (NPD) across all channels.*
*Source: EXT2 Symbols & Independents, 6wks to 29/10/24