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

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