LIQUID has won gold in the ‘Integrated Communications’ category at the prestigious Chartered Institute of Public Relations Midlands PRide Awards for a national PR and marketing campaign.
The consultancy’s ‘Love Sweet Potatoes’ campaign for Scott Farms International, the UK’s leading importer of the vegetable, was one of six shortlisted in the fiercely contested category.
Liquid’s CEO Lis Lewis-Jones and managing director Jason MacKenzie were presented with the award at a ceremony in Birmingham last week.
Mr MacKenzie said the award-winning campaign had involved three of Liquid’s four offices and was therefore an achievement for the whole team.
‘The Love Sweet Potatoes campaign has been worked on members of Liquid’s teams in Guernsey, Jersey and Birmingham and combines marketing, advertising, digital and public relations to generate tangible business results for our client,’ he said.
‘Liquid has extensive experience of executing integrated campaigns and to have that recognised by independent judging panels made up of some of the industry’s most well-respected professionals is something we are very proud of.’
The Love Sweet Potatoes campaign set out to educate the consumer of both the nutritional benefits of the sweet potato and how to cook and eat it. Since it was launched in 2011, the campaign has gained national exposure and resulted in increased market share.
‘Liquid was briefed to increase the sales of sweet potatoes for Scott Farms International and raise the company’s profile in the market, using an integrated PR and marketing campaign,’ said the judges.
‘The strategy was underpinned by excellent research and aimed to position the product as a market leader. It used appealing tactics, with good and wide use of collateral and events to promote the product. They were able to demonstrate excellent outcomes, which impacted on the client’s sales and profile. The campaign also led to recognition for the client through national industry awards.’
The success of Scott Farms International has also been recognised by its own industry. It is the current re:fresh Importer of the Year and has also been shortlisted for the European Business Awards.
Scott Farms International CEO Stan Smith said the strategic input from Liquid had played a part in the company’s ongoing success.
‘Liquid has invested a significant amount of time getting to know Scott Farms International and the product. This has produced an ongoing campaign that not only wins awards but also delivers return on investment,’ he said.
‘The Love Sweet Potatoes campaign has been seen across the UK, Europe and internationally and has attracted praise from suppliers, clients and competitors.’
CEO of the CIPR Jane Wilson MCIPR said the PRide Awards celebrate the best PR and communications campaigns and teams from across the region.
‘The sheer number of high quality entries received this year, especially when things are still pretty tough out there economically, is testament to a thriving regional industry. The CIPR PRide Awards represent the best, most creative and most effective public relations work across the UK and to win an award is a great achievement.’