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Study - FOOD - DRINK

EPICERY – LAUNCH

Corporate Media Relations

Challenge

Support the launch of Epicery, a start-up that allows customers to have local fresh products delivered to their doorstep within the hour.

Make a strong impact in a media environment dominated by meal-delivery services, such as Frichti, Deliveroo and Nestor.

Action Plan

Tailored media plan to ensure increasing brand exposure.

Two-pronged communication strategy, targeting B2B press to legitimize the brand, and B2C press to seduce customers.

  • Negotiation of a brand preview with Le Figaro Eco, to ensure an article appears on the day of the Epicery’s official launch.
  • Launch day: organisation of joint interviews with the trade press (LSA, La Tribune, L’Usine Digitale, Les Marchés and E-Commerce Magazine, among others)
  • One-to-one interviews, with varying spokespeople according to the outlet (JDD, BFM Business, Les Echos, Points de Vente, Le Parisien and Europe 1, among others)
  • Once trade and corporate clippings were assured, we targeted a large variety of media outlets (consumer, gastronomy, people, etc.) with a press release

Results (after 3 months)

  • 14 interviews and 5 radio features
  • 62 clippings in a variety of media outlets, including in priority trade press (LSA, Points de Vente, Les marchés and others), economy outlets (Le Figaro Eco, Economie Matin, La Tribune and Les Echos, among others), start-up press (Maddyness, Usine Digitale and Journal du Net) and mainstream media (Elle, Le Parisien, A Nous Paris, Direct Matin, L’Express Styles and VSD, among others)