John Ross Jr - taking a luxury Scottish food brand into the national spotlight
SHIFT developed and delivered a consumer PR campaign for premium smoked salmon producer John Ross, building brand awareness beyond its established foodservice audience. Through national media relations and targeted editorial coverage, the campaign generated 98 pieces of national coverage and helped increase online mail-order sales by 22% during the reported period.
The project
As a Royal Warrant holder and one of the last remaining smokehouses to use traditional red brick kilns, John Ross has built an enviable reputation for producing a premium product using time-honoured methods.
However, since the business began in 1987, its strong reputation has been built within the food service industry.
SHIFT needed to develop John Ross’s presence amongst a consumer audience following its partnership with premium retail stores and the launch of its mail order business.
The results
Using the Christmas period as a platform for a consumer campaign, SHIFT secured blanket coverage in the key national consumer and newspaper titles including Olive, Delicious, Great British Food, The Guardian, The Daily Telegraph, The Independent, The Sunday Times and The Sunday Telegraph.
Online mail order sales increased by 22 per cent during January – March and have continued to steadily increase throughout the year.
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Whether you're looking to build your reputation, communicate a complex story or strengthen your brand, we'd welcome a conversation about how SHIFT can help.