Cadbury Gifts Direct

The brief

Brahm PR was appointed by Cadbury Gifts Direct to implement a PR campaign to raise awareness of the new online gift service from Cadbury - www.cadburygiftsdirect.co.uk. The main objective of the PR activity was to increase overall awareness of the new website among consumers and key media, ultimately driving sales in the build up to Christmas.

Our solution

Brahm embarked on an extensive media relations campaign in the three months leading up to Christmas. The main focus of PR activity was around the launch of the new website, and involved continued liaison with all key journalists in the national, consumer and regional press. Brahm set up and managed nine competitions across a range of consumer magazines and regional press in the run up to Christmas.

Keen to wow the media with the excellent product range available and the divine personalised wrapping from Cadbury Gifts Direct, Brahm organised a teaser mailer to journalists, followed up with product samples. Brahm sold in a press release focusing on the great new online gift service and the ease of buying online and spoke to shopping, food and feature journalists in the key target media.

The outcome

Over 23 million people read about www.cadburygiftsdirect.co.uk in the run up to Christmas through coverage in key consumer titles such as Olive, My Weekly, Practical Parenting and That’s Life. Coverage was also generated in top regional newspapers including the Birmingham Post, Press and Journal (Aberdeen), Evening Chronicle (Newcastle) and the Daily Echo (Bournemouth). Competitions proved a valuable PR tool receiving over 3000 entries each.

Consumer sales at Christmas were up over 87% year on year.

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com