River Cottage Case Study
Challenge:
Hall & Woodhouse, Dorset’s brewer, produces market leading Badger Ale. As interest in beer and food matching has grown in the UK, K+R wanted to create a unique angle for Badger which reflected its Dorset routes, and had already developed two series of recipe cards partnering local food suppliers which used Badger Ales both as ingredient and as accompaniment. K+R decided to approach TV Food personality Hugh Fearnley-Whittingstall, founder of the River Cottage, champion of local producers – and a key feature of the Dorset landscape - , in order to develop an, an yet undefined collaboration which would achieve both parties’ objectives. It became a project where the solution proved bigger than the task
- To create an initiative which would reinforce Badger’s Dorset credentials while developing incremental publicity opportunities
- To create a unique vehicle for communicating Badger as an accompaniment to good food
Strategy:
- The development of a River Cottage branded ale
Tactics:
K+R invited Hugh, his managing director and his agent to the Brewery. Given his hectic schedules, it took a few months of persuasion but K+R knew that once Hugh saw the care and dedication of Dr Tim Morris and his brewing team, and the traditional brewing methods used, he would be sold.
At the second meeting, Dr Tim prepared a shortlist of 4 potential organic brews to sample, and nettle beer was the clear winner. A couple of trial brews later and The Stinger organic ale was born – the perfect accompaniment to summer barbeques and light winter lunches
K+R set up the Badger Marketing team – and Vic Chairman – to pick the nettles for the first trial brew from River Cottage land, then photographed the day, using the shots for initial media programme and internal Hall & Woodhouse publicity
The Stinger cask ale was previewed to trade and consumer media and public at the Great British Beer Festival, with Hugh making a personal appearance for the photocall The Stinger bottled ale was launched in Autumn 2005, with a nettle picking day at River Cottage for all media, including members of the Beer Writer’s Guild
K+R collaborated with the River Cottage PR team to co-ordinate a live media tour for Hugh and Badger across the UK The Stinger featured on the menu of the Beer Writers Guild Dinner in December and The River Cottage TV crew visited the brewery to film a segment for the new series
Results:
To date, and based solely on the press preview at the GBBF, coverage has been achieved in all the major trade press including The Grocer, Publican, Morning Advertiser and OLN
It has also been featured in the Sunday Mirror, the Dorset Echo and Blackmore Vale Magazine
There are already plans for a series of ales under the River Cottage brand Retail distribution take-up
