Hospitality Marketing + PR

Natural Healthy Foods

Big Cat was appointed by Natural Healthy Foods to support them on the launch of their second site in Birmingham.

Client

Natural Healthy Foods are passionate about a vegan lifestyle creating healthy living for people, the planet and all of its inhabitants. They specialise in vegan foods and believe in a healthy plant-based lifestyle. Having set up their Digbeth site in 2015, the team decided that Birmingham was ready for their next challenge.

Objective

To launch Birmingham’s first ever all-vegan eatery in the heart of the city centre.

Delivery

We developed an integrated approach to create excitement and awareness prior to the launch of Natural Healthy Foods’ second site in Birmingham, through a highly effective three-step communications strategy to inform, encourage and raise awareness of the brand. Through consumer engagement we educated people about the brand, creating inspiration and building curiosity that in turn motivated action with potential customers to visit the new venue, be immersed in the brand and share their experiences, harnessing word of mouth to encourage new customers.

Having already developed a strong presence in Birmingham within the vegan community from their first site in Digbeth, we wanted to educate the general public on the positive effects of leading a healthy plant-based lifestyle. We did this by implementing the following tactics:

  • Acting press office to deliver a steady stream of media content, creating anticipation in the city in the lead up to the opening, showcasing what the new eatery will have to offer the public
  • Managing the media guest list by liaising with key influential press and bloggers living and working in the Midland’s region, who could act as advocates of the brand.
  • Securing media interviews in regional titles such as The Birmingham Mail for an exclusive sneak peek of the new venue, seeding out key messages and showcasing imagery of the eatery
  • Building a new website for the brand to showcase the Natural Healthy Food store and new café along with a vast collection of informative and educational blog content
  • Managing corporate sampling activity to further expand the brand reach by building relations with local businesses, to position the Natural Healthy Foods eatery as a new lunchtime option

Results

  • Blanket coverage securing 40 pieces spanning regional, consumer lifestyle titles and business press
  • 27 key media influencers from the region attended for the media launch night
  • 32 pieces of social coverage logged from the launch night from local press and influential food and lifestyle bloggers
  • Over 3,500 online shares from articles including Birmingham Mail, Grapevine Birmingham and Style Birmingham
  • Successful launch of the new website which has attracted over 3,000 visits since going live at the beginning of March