Loch Fyne Oysters : Integrated PR and Digital

och Fyne Oysters produce the finest seafood that Scotland has to offer. Distributed worldwide to world-class hotels and events including Champions League Finals and F1, the business is renowned for the quality of its oysters, smoked salmon and mussels as well as its sustainability efforts. We created an integrated PR and digital campaign to tell Loch Fyne’s story, communicating brand’s provenance, strong business trajectory and environmental efforts.

LOCH FYNE OYSTERS: INTEGRATED PR AND DIGITAL

Loch Fyne Oysters produce the finest seafood that Scotland has to offer. Distributed worldwide to world-class hotels and events including Champions League Finals and F1, the business is renowned for the quality of its oysters, smoked salmon and mussels as well as its sustainability efforts. We created an integrated PR and digital campaign to tell Loch Fyne’s story, communicating brand’s provenance, strong business trajectory and environmental efforts.

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WHAT WE DID

We created a communications campaign based on insights about Loch Fyne’s customer demographic, tapping into themes of provenance, luxury, business and sustainability to continue to grow the brand at home and abroad.

As Loch Fyne’s export and domestic business continued to thrive, we set up interviews with target journalists to share the success story of Scottish seafood as a global delicacy and announce UK-wide retail deals. We also reacted quickly to topical news stories, offering MD Cameron Brown as a spokesperson on industry-wide and business issues.

By capturing  a strong bank of visual content, we were able to showcase the quality of the produce produced by Loch Fyne to both media and social media audiences. 

We also secured an opportunity with global online media outlet, Business Insider, to tell the story of how Loch Fyne came to become one of the most highly regarded seafood producers in the world.

RESULTS

PR activity in 2019 resulted in 262 pieces of global media coverage with an estimated online readership of over 2 billion. Media coverage highlights included BBC broadcast, Business Insider, The Herald and trade titles such as Fish Farmer.

Organic social activity resulted in a 10% increase in followers, as well as boosted engagement across Facebook, Instagram and Twitter as a result in fresh and engaging content.

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