National Trust Food & Drink

The National Trust, one of the UK’s best-loved charities, appointed Midas PR to launch their new range of branded food and drink products into supermarkets nationwide. The products all have a wonderful story to tell: some are made using ingredients from the Trust’s own farms while others are produced using recipes from the working kitchens of the Trust’s historic houses.

Midas handled the PR launch, securing coverage in leading media including The Times, Daily Telegraph, Sunday Express, Daily Mail and BBC Radio 2.

The press coverage created huge interest amongst consumers, with shoppers keen to try the first products available in store.  Sales of National Trust potatoes, for example, exceeded estimates by 36% in just five weeks.

Just as important, the PR coverage directly generated sales leads. This included an enquiry from a leading supermarket which opened up another major trading opportunity.