As schools re-open, Valda Boardman PR worked with Keelings Fruits to launch their Berry Breakfast Time initiative. Berry Breakfast Time aims to provide parents with healthy recipes that are easy to prepare so families can reduce morning anxieties and spend some quality time together. A recent Keelings lifestyle report revealed that 47% of family households said they ate breakfast together during lockdown.
This was an integrated campaign across in-store, creative, digital and PR activation. The PR team worked to spread the Berry Breakfast Time messaging that just because children are back to school, doesn’t mean our breakfast routines have to suffer. This narrative was spread through media relations, influencer engagement and partnerships, and a media partnership.
An advance press release was issued which contained the key messages of Berry Breakfast Time as well as findings from a recent Keelings survey, conducted by Amarach. The release gained coverage in national, regional, and online publications. We also worked with Child Psychologist, Dr. John Sharry, to promote Keelings Berry Breakfast Time in his fortnightly parenting column in the Irish Times.
Keelings partnered with Ireland Am to produce two segments which featured over two days. The first segment featured Kelly Ging who made the Berry Breakfast Time granola tarts in the kitchen, while nutritionist Aveen Bannon spoke about the nutritional benefits of a breakfast with berries. On the second day, Dr. John Sharry was on the sofa speaking about the psychological benefits for children who have a solid breakfast routine in place.
A media drop was dispatched to a selection of targeted journalists and influencers which featured a La Creuset dish, beeswax wraps, and a selection of Keelings berries. The drop gained extensive social media coverage.
Five influencer partners were selected to post paid-for content on their Instagram stories and grid. Nicola Carolan, Cliona O’Connor, Tracey Quinn, Lili Forberg, and Shoshannah Wood posted stories about their breakfast meal preparations in the evening and how easy it was to make the Keelings recipes the morning of. All partnered influencers posted a static grid post of their Berry Breakfast Time recipes which were very well received by their followers.
National coverage was achieved in the Irish Independent Weekend Edition and the Mail on Sunday, which published a four-page spread on the story, including a selection of recipes from the book. A media drop was sent to relevant media, food influencers, and contributors to the cookbook. The drop featured a print edition of the cookbook as well as Manor Farm branded aprons.