Viners Safety Knives Marketing Update Sept 2019 FINAL

MED IA APPROACH - PHASE 2 (MI D OCT - DEC ) PRE LAUNCH

PART ONE - desk drops

Visiting 10 top-tier media in the food, homes and lifestyle sectors to introduce the new knives in person towards the end of October / beginning of November to ensure high profile coverage in key titles. Samples are key to the food media so these press visits will enable us to showcase the new knives in person and talk them through the concept and the key messages around the launch. Publications to be targeted include: Veggie, Great British Food, Good Housekeeping, Olive, BBC Good Food, Delicious, Independent, Ideal Home, Style at Home, Daily Express, HomeStyle, Your Home. It is worthwhile noting that in a recent research exercise with this media, they expressed that knife crime was not part of their magazine agenda, whereas knife functionality and practicality is, so this will be the key focus for these titles. A second release will be issued in December, just prior to launch, where we will send out samples to additional media contacts. Host an IGTV video in a Q&A style with Professor John Ashton. This will be pre-recorded and uploaded to the Viners Instagram grid. Invite questions from fans via social, and invite journalists / press questions through our PR agency. We will then record the video here in our studio. After it has gone live, we will send a link to the video to our contacts so they can watch it and it will be promoted across social media and to the wider press circle for media pick-up. PART TWO - social amplification