Firetree
Firetree partnered with Mercury to officially launch its exquisite range at the Taste of London. Mercury was also tasked with driving on-going quality awareness in the UK and ultimately positioning it as a new super-premium category.
Impact
Due to the coverage we achieved, over 100 pieces in total across top tier titles such as Sunday Times Magazine, Telegraph, Forbes, Wired, National Geographic, Tempus and BBC Online; Firetree has enjoyed a very tangible spike in sales. Their tasting box was covered prominently in the Observer, which led to an 88% increase in sales and it becoming the top selling product on the website.
Approach
Following the successful launch at the Taste of London, we developed a number of engaging media stories covering a variety of topics from gift sets announcing 25g bars and catering packs, to their business story and Seedrs fundraising.
To drive further awareness and engagement we implemented an influencer programme and partnered with popular, wellbeing personality, Liz Earle who had a direct impact on sales following her engaging IG content.
We also secured strategic partnerships to enable Firetree access to a diverse array of potential new clients e.g. an Amex event with Remy Cointreau and Swiss luxury watch manufacturer Blancpain, designer boutique Rixo's VIP event and a pop-up chocolate event at Christie’s Lates.
