The brief for Heavenly Desserts was threefold. Firstly to run a brand session to clarify the brand values that could then be communicated across the company; secondly to plan and support a store launch programme for new franchise stores; and thirdly to support existing stores with media relations to drive awareness and interest in the Heavenly Deserts concept.
Sway brought together the senior team within Heavenly Desserts for a brand development day which has already informed key decisions within the business. Our team developed a launch ‘play book’ which laid out the framework of the marketing around a launch which allowed for local flexibility, yet gave a structure and clear actions for a new store launch plan. Finally, through media relations, sway worked with bloggers and regional newspapers to test and review product, launched new product ranges and created a PR stunt to drive interest and news coverage around National Chocolate day, all of which drove awareness of the brand and footfall into key stores.
- Project Title Heavenly Desserts Franchise PR
- Category Media Relations
- Client Details Heavenly Desserts, franchise dessert cafes
- Project Type Media relations and strategy