GOOD NATURED

Wild Card was taken on by Angus Soft Fruits in 2009 to establish the profile of the Good Natured brand, build a solid communications platform to amplify the brand's 'Good Natured' philosophy and raise awareness of Angus Soft Fruits within the industry to drive and support listings

What we did
Our strategic approach is two-fold: firstly, we provide compelling reasons to talk about the range, using events and seasons throughout the year and secondly we make tactical use of the people behind the brand.

We target print and online media (including websites, bloggers and social
media) to generate coverage around new products, key sales periods and have so far established strategic alliances with partner brands including Cath Kidston and Lanson limited edition Wimbledon champagne.

We help build the profile of the senior management team and the Good Natured business story via profile interviews in key business and national titles including the Financial Times and Real Business. Our trade programme raises the profile of the brand and the team, and supports NPD - with coverage achieved in titles such as The Grocer and Fresh Produce Journal.

One on one approaches to the media help secure quality coverage in women's consumer press, specialist food press and national weekend supplements including The Telegraph magazine.

And in 2009 we supported Good Nature's presence at Taste Festivals in London and Edinburgh, developing brand relationships with media and key opinion formers including Hugh Fearnley-Whittingstall and chefs such as Claude Bosi and Tom Aikens

The results
Our 2009 programme resulted in quality coverage across food, shopping, lifestyle, business and trade pages including more than 80 pieces of coverage in target titles including features in the Financial Times, The Telegraph and The Grocer. This reached an audience of over 32 million.