Mason Williams Simit Sarayı
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Introducing Mason Williams
Established in 1986, Mason Williams is one of
the UK's leading independent PR agencies
specialising in consumer lifestyle and
consumer communication
We have 24 consultants across two offices,
London & Manchester
Only UK consumer partner in IPREX
$250m+, 100 office Global
Communications Network
Full service PR agency…
…integrated PR, traditional, digital and social
media relations, consumer engagement, news
story creation, ambassadors, sponsorships,
brand and partnership building, crisis and
reputation management
We are a 24/7 agency whose senior team
make themselves available at all times for
our clients. We are strategic, creative,
passionate, flexible, responsive and
deadline focused.
We believe in PR that makes a
difference.
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Impulse,
Licensed
and Family
Brands
You Are What You
Eat fruit and nut
snacks
Pretz, baked
miniature pretzels
Loyd Grossman
nut ranges
Cheesestrings,
launching the
lunchbox favourite
in the UK
Mars, Bounty &
Galaxy, mousse
and desert range
launched for
families
Schwan’s Pizza
and Chicago Town
Pizza brands
Batchelor’s Mushy
Peas Sara Lee
Cuisine de France,
Delice de France
and La Brea
Bakery
Campbell’s Soup
Holland’s Pies,
proper pies and
puds from the
North West
Lancashire Dairies,
fruit juices and
milkshakes for
children
T & T, sugar-free
children’s drinks
Dukan Diet,
healthy foods and
ingredients as part
of the renowned
diet
Pocket money toys
with Star Wars,
Marvel,
Transformers and
My Little Pony
Mason Williams
has worked in
the impulse and
food sector for
more than 20
years, launching
products,
building brands
and reaching
audiences
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We have been building brands for over
28 years. Our slogan "WE ARE OUR
BRANDS" reflects the passion we inject
into everything we do
We have had the pleasure of working
with some iconic brands and helping
some brands into the Super and Cool
Brands lists
We are consumer specialist; working
with large and small brands, new
businesses and global leaders, to build
reputations, drive engagement, generate
sales and create noise
We have helped some of the world’s
largest companies create stand-out and
have helped challenger brands take on
their competitors and win
We Are Our Brands
FMCG Impulse
Food &
Drink
Family
Health &
Diet
Toys &
Games
Travel &
Tourism
Leisure &
Hospitality
Fashion &
Beauty
Luxury
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Case Study 3
Unknown to the UK
market
Launched the
Dukan Diet in the
UK in 2011
In the first year
alone we
delivered…
Recipe takeover
with the Daily Mail
Positive hits in ALL
national
newspapers – 57
national pieces
achieved
“THE 2011 A-Z – D
IS FOR DUKAN”
The Telegraph
Magazine,
December 2011
Recipes and case
study interviews in
target women’s
media
34 magazine and
70 online features
achieved
Profile interviews
for the founder on
Daybreak, BBC
Breakfast and Sky
News – 6 TV
features secured
EAV of £6million in
our first year
Reaching
1,348,054,849
35,089 – trackable
direct web hits
By end of first year -
22 million people in
the UK had heard of
the diet
Over 1m books sold
in the UK to date
Over 1m UK
subscribers to the
online coaching
plan to date
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Outline of Activity
• We would need a full briefing from the client before
submitting proposals but briefly:
• We have wide experience of and would recommend that
Samit Sarayi implement a programme of “pop ups” at
various events around the UK
– From our small knowledge of the brand at this stage we
would expect a target to be male and female young
adults aged 16-45
– Ideal way to reach this target is via music festivals
where we have strong contacts
– If budgets allow we could also arrange pop-ups at key
spots such as Covent Garden in London and Media
City Manchester
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Outline of Activity
• We would run a series of interviews in trade magazines
such as The Grocer as well as, if desired, in the Franchise
media and retail titles such as Retail News
• A huge number of magazines, bloggers and newspapers
undertake taste comparisons. We would organise entry
into these – but beware the results can be unpredictable
and the UK media is not to be influenced by commercial
considerations
• Again depending on budget we have huge experience of
creating news-worthy stunts to create interest in the
consumer media
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Outline of Activity
• A well-proven route to consumer coverage is the “hot-drop”
where members of our team visit radio stations and
magazine publishers and invite journalists to have a free
breakfast or lunch
– We have been doing this for years and it works
– Nat Mag, Hearst and IPC all have restaurants where we
can set up breakfast, mid-morning snacks and lunch for
the journalists – many of who we know from working
with other clients across many years
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Outline of Activity
• We would run local activity around each store opening
– Again this depends on budget but if we can research a
Turkish affiliated celebrity (no-one obviously apparent at
first glance) that might help to get coverage
– We can also produce a series of advertorials – articles
which look as if they have been written by the
publications’ journalists but actually written by us – to
explain what makes
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Outline of Activity
– We also need to influence the influential on line forums.
At present Simit Sarayi in Oxford Street is not
universally praised – getting 4.6/10 in Foursquare for
example
• We would “blind shop” the café so that we can form our own
views of how good it is and, if necessary, make suggestions to
improve it based on our experience of the UK market
• We undertake this with numerous restaurants and hotels
• We would also get a small army of our friends to comment
favourably to turn the tide of opinion
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Outline of Activity
• Sampling
• We can easily arrange sampling around the Oxford Street café on
busy Saturday morning
• Also leaflet drop nearby businesses with an incentive to buy
• There are literally hundreds of food bloggers in the UK
• Bloggers need to be sent samples as they are rarely located in
London
• We can run editorial promotions
– win your holiday to Turkey and every reader gets a
voucher to shop in-store
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Outline of Activity
• Special Occasions
– The UK media report on all sorts of activities such as
National Lunchbox Week, National Sandwich Week,
National Bagel Day etc
• We can ensure Simit Sarayi is represented in all
• Storylines for Media
– Britain’s favourite bagel
– Who would you like to share your bagel with survey
• Pinterest Competition– send a picture of you eating a
bagel to win the chance to eat a bagel in Turkey
– We are experts in social media and this is just one
suggestion
– We would develop a complete programme on-line
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Monitoring
• As the profile of Simit Sarayi grows so will the number of
mentions it gets on various forums – as mentioned above
– We would recommend that we monitor all on-line
comment so that we can respond if necessary to
criticism and, perhaps, reward enthusiasts
– We have monitored on-line for some of the biggest
brands in the world such as Hasbro Toys and Henkel
and have various tool and techniques available to our
clients
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Summary
• It is difficult to propose a media campaign aimed at
building a reputation and driving sales for a brand that we
know so little about
• Also difficult to work out how we will report as long as the
brand is mainly based overseas – perhaps we can Skype
on a regular basis?
• It is also difficult to set a level of service when we have no
idea of budget
• When we have launched brands in the UK previously
budgets have ranged from £60k to £150k per annum for
team time plus additional budgets for large activities such
as pop-ups
Editor's Notes
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