Adding value. Quickly.
General Mills

Task

General Mills appointed us to manage its Trade PR, with a need to hit the ground running.

What we did

So we did. In the first six months we set up a solid foundation. Getting under the skin of the business and brands quickly. Engaging media fast. And landing quality coverage.

We identified and delivered 14 news stories, covering marketing campaigns, NPD and partnership announcements. We built a consistent presence within trade features, increasing share of voice on average by 15.5%.

We opened up interviews in marketing media, as well as profiles within The Grocer’s My Food & Drink Job and the Big Interview in Asian Trader.

And we amplified campaigns with trade advertising, delivering strong value for money through our market leading rates.

Impact

In those first six months, we achieved:

175 pieces of coverage

Over £400,000 PR value

c.10million opportunities to see

That means we gave each convenience retailer more than 200 opportunities to read about General Mills brands.

We beat the competition by delivering the highest share of voice in trade features.

Jonathan Bennett, External Relations Director at General Mills, said: “Mercieca delivered fantastic results in the first six months of working with us. They’ve successfully got under the skin of our business and quickly built relationships with the brand teams. We’re looking to forward to see how they continue to raise the bar.”
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