Procurement company Beacon wanted to grab the headlines, moving beyond the trade coverage normally offered to B2B operators. Our PR team were hungry for the challenge, so set out to find a news story worth piggybacking on.
Everything clicked when Beacon revealed that a recent outbreak of African swine fever in China was creating increased demand for British pigs for export, raising prices in the UK in the process. The snappy press release – titled ‘Rising bacon prices leave a sow-er taste’ – was designed to appeal across industry and consumer titles, and the result was a cornucopia of coverage.
