Our work Bon Accord
Bon Accord was established in 1903 in by the current founder Karen Knowles’ great-great-grandfather in Arbroath, Angus. Bon Accord delivered soft drinks to communities all over Scotland for 100 years. Re-imagined and refreshed in 2016, the Bon Accord Soft Drinks brand is still a family-owned and run business.
The brand approached Four Media Group to provide PR for a project that would see them launch into a number of Morrisons Stores across Scotland. In addition to promoting the launch of this listing to B2B and B2C audiences, the objectives were also to position Bon Accord as a healthier, naturally-sweetened, more flavoursome soft drinks and mixer brand; communicate key USPs; build the brand profile and engage with a quality audience of potential customers.
Four Media Group developed a PR strategy to announce the news of this new listing. We carefully curated target media – in print and online as well as influencers – and produced media releases aimed at specific sectors, including key trade publications.
A total of 25 pieces of coverage, all including the “healthier” and “heritage” messaging, in targeted publications. They included key Scottish titles, The Herald, The Scotsman, The Courier and Edinburgh Evening News, plus Larder Magazine and Yahoo!News, reaching a total circulation of more than 36.8m with further coverage pending in leading trade titles.