Dom Smith & Dan Pawson
Sea Chips Ethical Story & Dragon’s Den Appearance
Sea Chips is the UK’s first hand-crafted salmon skin crisp company, made using the often-wasted but nutrient-packed skin to create a healthy alternative to potato chips. Available in a range of delicious flavours including Lightly Salted, Lime & Chilli and Salt & Vinegar, Sea Chips are a great source of protein and omega 3. Good for the consumer but also good for the planet, they donate 10% of all profits to ocean charities which work to keep the sea clean.
The Brief
- Educate the UK and media on the Sea Chips journey and how the brand was created
- Position Sea Chips as a pioneering new product – the UK’s first salmon skin crisp
- Communicate key aims of reducing food waste and protecting our oceans
- Raise the profile of co-founders Dan and Dom
- Promote Dragon’s Den appearance and use it to announce new investor
- Announce the investment of Jonathan Brown of MacKnight Foods and communicate how his involvement will bring the brand to the next level
- Drive awareness of the new Sea Chips factory and highlight the benefits of the location and facilities
Strategy
- A three-month PR campaign to drive awareness of Sea Chips’ mission to reduce food waste / help the oceans and announce the addition of investor, Jonathan Brown, to help drive scale and distribution for the brand
Tactics
- Tailored media lists – covering a range of national, business, industry and regional publications, websites and influencers. To specifically target feature writers focusing on sustainability and business / trade press for financial story
- Biography / background story – create a joint biography document for Dan and Dom and background story document, to include details of new factory
- Photography – new professional shots of people, product and factory for press use
- Press release 1- ‘Eat your way to solve a global food problem’ – focus on story, product and food waste / oceans messaging
- Press release 2 – Financial investment / Dragon’s Den appearance announcement
- Media relations – ongoing, targeted feature placement
- Profiling – including interviews and comment pieces
Results
- Over 35 articles and features generated across print, online and broadcast media
- Several national features secured in titles including The Daily Mail and The Mirror
- Broadcast coverage: On-air interviews with BBC Look North, BBC Radio Leeds and product coverage secured on Channel 4’s Sunday Brunch
- Samples sent to 20 leading media outlets for review and inclusion
- Reach: Over 80m
