Case Study: JJ Young & Sons
HURTIGRUTEN HOME INSTEAD SENIOR CARE ALOHA HOLIDAYS JJ YOUNG & SONS
COOKS ACADEMY ADVANCED RADIOLOGY CENTRE BERMUDA TOURISM BELLAGIO RESTAURANT
The Challenge
Increase the profile of JJ Young & Sons, award winning Craft Butcher. Generate additional customers for their factory shop outlet in Clane Business Park, Co Kildare
The Results
Project PR met with John Young, Managing Director and third generation Craft Butcher, with shops in Celbridge and Clane, Co Kildare. It was soon apparent he had an ideal personality and passion about his trade to be a very suitable interviewee. It was decided to put an emphasis on seeking opportunities for John to talk about his products on national and local radio and television.
Having recently won the Supreme Champion Award for Speciality Sausages in the Craft Butcher's of Ireland competition, a news release was prepared containing the personal story of John's development of his award-winning recipe. A portrait photo was commissioned from Harry Weir Photography to accompany the release which was issued to all relevant national media as well as local print and electronic media in Dublin and surrounding counties. A select number of vouchers for the factory shop were sent to leading influencial food writers so they could sample the great value, superior quality meats on offer.
National print c overage was obtained in Food & Wine magazine, RTE Guide and The Star newspaper. A 5 minute interview was conducted on "Countrywide" on RTE Radio 1. Further coverage was also obtained in local papers.
This activity was followed up in early December with a short news release on Turkey Tips for Christmas. John Young was also offered as an interviewee to radio stations to discuss selecting and preparing meats for Christmas dinner. Interviews were subsequently broadcast on 4FM, Life FM (Cork) and Newstalk 106FM.