VINERS ASSURE FINAL_LR

Media approach

Phase One Sept - Early Oct

3. Lobbying Key Opinion Leaders

1. PRESS RELEASE

2. expert figurehead

expertise Working with Professor John Ashton as an expert spokesperson for media interviews. TV Target top shows including This Morning, Sunday Brunch and Good Morning Britain on the topic of knife safety to associate Viners with the subject. COMMENT Professor Ashton is well-placed to provide expert comment and help generate more coverage outside of purely product focused features.

3. social media / website influencers Dual approach: 1. The video will be uploaded to Viners Instagram and shared with contacts, press and social media fans 2. Food/home influencers to test functionality Objectives: 1. Nov-Dec Influencers to create noise & interest about the launch of the knives 2. Dec onwards Influencers to encourage fans to buy the new knives when they are available to purchase lobbying Contact leaders such as Sadiq Khan’s office to introduce Viners as a company forging the way on the topic of knife crime. CONVERSATION Sadiq Khan regularly speaks on the topic on TV, at summits and on Twitter, so would be an influential opinion leader to target, potentially endorsing or recommending Viners for our approach to knife safety. LEADERS We have also approached Rt Hon Esther McVey MP, who is the Minister of State for Housing, Communities and Local Government. She is putting us in touch with additional key opinion leaders to speak to.

national / regional Release issued to all local and national media outlets leading with hard hitting

stats around knife crime. Distributed w/c 23.09.19.

food / homes / lifestyle Release tweaked to be more product focused to fit on the food news pages.

Professor John Ashton is an advisor to Merseyside Police & Crime Commissioner on violence prevention

Phase two Mid Oct - Dec

1. desk drops

2. social amplification

• Visit 10 top-tier media food, homes & lifestyle sectors • Introduce the new knives in person to ensure high profile coverage • Use samples to showcase the new knives and explain the concept and key messages • Issue a second release in December and send out samples to additional media contacts

• Host an IGTV video in a Q&A style with Professor John Ashton • Questions will be invited to come from fans via social media • Journalists to send in questions also • The video will be uploaded to Viners Instagram and shared with contacts, press and social media fans

Note

Knife functionality and practicality is the key focus, rather than knife crime Note

IGTV is Instagram’s Video Platform

Example publications to be targeted include:

Influencers to be targeted include: My Fussy Eater Nadiya’s Healthy Kitchen

Rosie Birkett Police Oracle