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Hughes Mushrooms

The brief.

Northern Irish food business Hughes Mushrooms, is in the process of establishing a new, state-of-the-art production facility at Holme on Spalding Moor in East Yorkshire. The Hughes team asked for our help to introduce the new facility, with a view to raising awareness of amongst key stakeholders and supporting the recruitment of a new team.

The solution.

We developed a recruitment section for Hughes’ existing website, ahead of a planned re-development later in the year. We then developed a media relations strategy to announce plans for site via trade and local media.

Trade coverage kicked off with an exclusive in the key retail title – The Grocer. This was followed by a general trade story issued to food, retail and agriculture titles, and a local story for regional print, broadcast and online media.

The result.

So far we have generated 42 separate pieces of on and offline coverage, which have reached an audience of over 1M. We have secured TV and radio coverage too, with more planned for later in the year. The Hughes team is pleased with what we have achieved so far, which has exceeded their expectations and made a tangible contribution to achieving their goals.

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