Landmann is Germany’s longest-established BBQ brand, but despite standing the test of time, awareness in the UK was low.
Landmann
Digital transformation, PR - consumer
In a crowded market, we needed to fire up a high impact digital PR campaign to set the brand ahead of its competitors.
Our goal was to introduce Landmann to influential media and make it the brand of choice among consumers in the lead up to the peak summer period.
We created lifestyle angles around key search terms, including ‘how to clean your BBQ’ and common mistakes people make, offering advice, hacks and tips from the brand.
The team capitalised on every event, trend and cultural moment to secure coverage – from heatwaves to the Queen’s Jubilee and even the most Instagrammable BBQs.
We also supported Landmann’s retailer relationships, profiling its MD in the trade press and sharing business news.
And to further raise the brand’s profile, we secured notable accreditations with The Good Housekeeping Institute.
The team set about pitching for every relevant national and regional media opportunity.
Securing the brand’s place in coveted summer shopping round ups was a focus, from ‘best BBQs’ to ‘garden must-haves’ – always linking to website product pages.
Our ‘gold tier’ media were sent samples to review, alongside chef-inspired foodie boxes.
With our objective to generate as much media coverage as possible in the lead up to summer when consumers are researching potential purchases, our strategy focussed on:
Our campaign continues to deliver dozens of high impact media placements each month, from nationals such as The Sun, Guardian, Express and Metro to regional hits in Manchester Evening News and Liverpool Echo, and lifestyle features in the likes of Good Housekeeping, Homes & Gardens and BBC Good Food.
The activity has generated hundreds of backlinks from high domain authority websites to bolster search rankings. Coverage has included brand images and key messages about the products, as well as business growth credentials.
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