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Food & Drink
Donald Russell
Donald Russell is a Royal Warrant holder and Britain's leading mail order meat supplier based in Aberdeenshire, Scotland. The range includes traditional cuts, from naturally reared beef, pork, lamb, and more contemporary classics such as gourmet seafood, game and veal, as well as a range of chef-made meals and desserts.
Wild Card launched the mail order business over 10 years ago and has worked with Donald Russell ever since. The team operates a proactive sampling programme for media, key influencers including bloggers, chefs and TV presenters, developing partnerships with likeminded brands and driving traffic to the website. Coverage is regularly achieved in a broad range of titles from The Independent, Sunday Times Style and the Daily Mail to Grazia, Stylist and The Lady.
Deliverables include 85 hits against a target of 60, an OTS of nearly 60 million and online reach of 34 million.
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Fiona Beckett, freelance food & drink writer "There are two things about PR agencies that really madden journalists. One is when they don't have the vaguest idea of target audiences and the other is when they don't understand how tight deadlines are - however unreasonable they may be! Wild Card scores on both fronts. They know what what I'm interested in and don't waste time with irrelevant stories. And they make things happen quickly. This means I'm more inclined to pay attention when they get in touch.""
Liz Elliot, Features Editor, House & Garden "Young, informative and always ready to help, Wild Card is imaginative in its presentation of a story and efficient in its execution. A delight to work with!""
Philippa Davenport, FT Weekend ""I receive mountains of press releases but do not bother to read many; I receive lots of invitations but do not accept many press trips. Quite simply, most offerings fail to address my particular needs. Wild Card are one of the very few PR outfits that make a point of knowing and understanding the media they deal with. They are reliable, efficient, prompt, very personable and to the point. Their growing list of new businesses suggests they take the same approach with their clients.""
Mark Hix, Chef, restaurateur & food writer "You can always rely on Wild Card to come up with the goods, from posh French bubbles to rare Kentish hop shoots."
Lena Corner, Independent on Sunday Review Magazine ""Fast, efficient and never any bullshit, a total pleasure to deal with. If only more PRs could be like this.""
