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Union briefed Spider, the creative PR Agency to help it retain its position as a pioneer in the coffee industry, nurturing existing and helping create new relationships with the trade and by positioning it as a craft business with a keen eye on sustainability.
The Agency’s creative PR recommendation was to extend Union’s position as thought-leaders in all things sustainable, particularly its founders Steven and Jeremy. In doing so, Spider helped Union achieve a louder voice not just in the coffee market but beyond, showing that a craft business could indeed be scaled
Successes included over 30 one-to-one interviews with the co-founders leading to full/half-page coverage in the Financial Times, The Times, The Sunday Times, Independent and The Sunday Mail. The campaign is directly attributable to helping Union win a Queen’s Award for Sustainability, being listed within the Sunday Times Fast Track 100: Ones to Watch and being chosen to supply the coffee for First Class and Business travellers on British Airways.
Union … coffee that can turn a casual chat into a proper conversation.
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The fast-growing and ambitious company, English Tea Shop, is a leading ambassador for sustainable practices, making its employees and suppliers’ livelihoods its first priority and promoting the principle of value sharing.
In support of this Spider developed a compelling programme of profiling and thought-leadership activity based on all things green and good. This coupled with the company winning awards that recognise its CSR principles has resulted in Founder of English Tea Shop, Suranga Herath, becoming one of the most respected voices not just in sustainability practices but also in the wider business world where the company is recognised as one that leads by example.
Award winning campaigns from Spider – if it sounds like your cup of tea, come have a cuppa
ENGLISH TEA SHOP – a Spider client for 4 years and counting
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An exceptional one-off project, we were asked with the international launch and positioning of Lansdowne Place to key target markets through high-profile media coverage.
Though a number of individual and group press trips, we were able to secure multiple full-page press features on the development in a wide array of top tier UK and global news publications. This accompanied various market-driven focuses, highlighting the growth of the Dublin luxury residential market.
Coverage included dedicated features in titles such as FT How to Spend it, The Times, The Sunday Times, The Telegraph, Mansion Global, Robb Report, Mail Online and City AM.
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Enterprise Ireland is the Irish Government agency responsible for supporting Irish businesses in the manufacturing and internationally traded service sectors. It is also the third-largest seed investor in Europe. Its mission is to enable Irish businesses achieve global success and realise their ambitions on an international scale. Enterprise Ireland appointed Spider to strengthen and grow its clients’ export base to the UK.
Especially important given the seemingly never-ending uncertainty around Brexit, there needed to be a focus on providing greater support to those ‘Brexit exposed’-sectors, as well as supporting companies where opportunities in the Brexit process might arise.
The Agency’s Enterprise Ireland team has built a clear and cohesive narrative on the power of Irish talent, innovation, and ambition. This has been focused at UK buyers in key sectors to support sales potential while sustaining and helping grow UK contracts.
Bringing commercial thinking in all it does, Spider has become a valued part of the Enterprise Ireland business proposition.
ENTERPRISE IRELAND – a Spider client for 2 years and counting!
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Appointed in March 2017, specialist developer Chalegrove Properties, entrusted us with the prestigious task of launching its flagship development – Landmark Pinnacle, London’s tallest residential tower.
Situated in a prime position on South West India Dock (overlooking Canary Wharf) the iconic 239 metre (784 ft.) high 75 storey, Squire & Partners-designed, building provides the highest private residential gardens and gymnasium, as well as the best views of London.
Our brief is to ensure Landmark Pinnacle is at the front of the residential news agenda, in both the UK and overseas, through a combination of creative campaigns, development updates and new phase launches.
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Leading London developer Canary Wharf Group instructed us to promote their new residential neighbourhood, Wood Wharf. Amongst this sits the important task of promoting it landmark development, One Park Drive, as well as the first private residential sales building to open on the Canary Wharf Estate, 10 Park Drive.
Wood Wharf is a new community with the buzz of city life, filled with up to 3,600 new homes, 380,000 sq.ft. of retail space, eight acres of public spaces, plazas and parks.
Through a series of carefully crafted press releases, one-to-one press tours and wider events, we have been able to secure over 150 pieces of coverage in international, national, local and online titles, since joining the Canary Wharf team in Summer 2018.
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Having worked with the Russell Simpson team for a number of years, we’ve played a key role in building the agency’s brand in London, the UK and abroad, whilst also placing individual instructions in top tier media.
Priding ourselves on consistently delivering high-quality press coverage, our best results come from a mixture of profiling, market commentary and property specific campaigns, including one-to-one interviews, commercial updates, commentary on the market or a particular sector, as well as individual property stories – making them stand out from the crowd.
To date we have generated over 400 pieces of coverage, as well as achieving high placement in the Spear’s Indices and Prime Resi’s Top 50 Estate Agents list four years running.
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Prior to the launch of the third phase of the landmark Southbank Place development – Belvedere Gardens – in 2016, we were tasked with introducing the collection of new apartments to the media, whilst maintaining a presence for the wider development. Still working on this iconic project, we’re continuing to create a buzz that will help cement Southbank Place as one of the most recognisable developments in London.
In terms of offering, Southbank Place occupies a 5 acre site surrounding the Shell Tower, with a range of apartments from one to three bedrooms. With globally-renowned architects designing a unique collection of modern buildings, the Waterloo development is a high-end offering with views of some of London’s best known landmarks.
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Specialising in luxury boutique projects, One Point Six prides itself on delivering homes that have been designed to the highest standard imaginable.
Recent campaigns have included an opulent apartment launch on Pont Street, which benefitted from Vastu Shastra interior architecture, as well as a spectacular home within Observatory Gardens, Kensington, which was sold for a record price.
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Our ongoing brief is to build Finlay Brewer’s brand within the wider London market, national and international press. This has included positioning key members of the sales and lettings team as market experts, whilst also placing individual instructions in high-profile media that will generate high-quality sales leads.
More recently, we launched Finlay Brewer International, the global arm of the business, with offices in Monaco
One of our most enjoyable projects for Finlay Brewer was The Brook, which was the former home of renowned landscape artist Lucien Pissarro. The property featured in every major national newspaper, as well as a number of international and online titles. The communications programme generated a number of enquiries from high-profile purchasers, whilst eventually achieving a successful sale for above the asking price.
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Innovative cheese subscription service, The Cheese Geek, wanted to make a bigger splash over the key Christmas period to help drive sales
Spider was given an initial 6-month brief to drive awareness through key media and secure column inches in gift guides over the festive period. The results were outstanding and helped deliver a 266% y-o-y increase in sales. And the Agency was appointed on a retained basis!
Proving that projects are a good way for both client and agency to test the water.
The Cheese Geek – a Spider client for over a year and counting!
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In celebrating the brand’s 20th anniversary and to cement its position as the iconic pioneers in online travel, Spider was engaged to deliver widespread national coverage.
The Agency activated a campaign that took followers on a journey of the brand from its inception in 1999 as internet disrupters, to online travel leaders in 2019. This centred on interviews with the CEO and CMO of lastminute.com in all key National and trade media putting a human face to an online business.
Utilising a simple message conveyed clearly and consistently enabled Spider to deliver stellar media results.
20 years is a long time in a highly competitive business sector and the trust built over that time is a valuable brand position, Spider understands this unequivocally and is proud to be trusted by lastminute.com.
LASTMINUTE.COM – a Spider client for 2 years and counting!
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Founded in Australia, the MS International Federation wanted its Kiss Goodbye to MS campaign to expand globally and appointed Spider’s support to deliver maximum media and online traction. Operating in a crowded charity sector, MS International Federation needed to grow its profile and overall brand awareness through a deep-rooted sense of familiarity and trust. To do this the Agency created fresh hooks to attract media and deliver new supporters
The Agency was appointed just four weeks before the launch and had to develop a concept that would not only fit in with the bold and empowering spirit of Kiss Goodbye to MS but would work globally as well.
The Agency creative centred on getting people to join the MS Squad by snapping their ‘gameface’ lipstick selfie whilst challenging five friends to do the same.
And it worked!
MS INTERNATIONAL FEDERATION – a Spider client for 18 months and counting!
The world’s largest express transportation company has a strong reputation for serving up success to global corporates.
To broaden this perception and strengthen its position as one of the UK’s leading champions of export support to small businesses, Spider created the Export Epicentres report. The report identified the UK’s most successful export regions and drilled down giving detail highlighting individual strengths of different cities and towns.
The report generated substantial national coverage and highlighted that regional cities often defied international perceptions, with Bradford topping the list.
The Agency used creative thinking to confirm FedEx’s authoritative position and supply valuable thought leadership which bonded SMEs to the global giant via its target audience.
FedEx – a Spider client for 7 years and counting!
• Delivered high quality media coverage across Europe, including on CNBC
• Successfully highlighted the expert advice and support FedEx provides to European SMEs
• Raised the profile of FedEx across the European SME community
• Led discussions on the exporting activity of European SMEs, encouraging this group to look to international opportunities for growth and prosperity
• Successfully positioned FedEx as a key player within the digital economy, highlighting the growth potential
FedEx Express commissioned global research to gather ground-breaking and innovative insight into the unreported issues impacting small-to-medium sized enterprises and to truly understand their exporting activities.
Three years ago, Spider created a campaign concept that resonated with the small business community – creating the Great British Export Report. Following its success, the report has been rolled out globally, manifesting into the FedEx SME Export Report. The latest study found that e-commerce was generating optimism and growth for SMEs.
Spider was tasked with being the FedEx Express European Hub agency – due to its expertise in executing high level research. Coordinating six European markets, Spider developed a multi-layered campaign ensuring maximum impact, including:
• Creating an stimulating report, that interpreted the research and provided strong analysis
• Gained insight from a leading academic, enhancing the report’s credibility
• Furthered the report’s findings, by producing a visually engaging infographic
• Coordinated six translations of both the report and infographic
• Communicated the main European findings to key media
FedEx Express commissioned research to gather ground-breaking and innovative insight into the unreported issues impacting European small-to-medium sized enterprises (SMEs) and to truly understand their exporting activities.
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Sustainable leak and period proof undies and swimwear brand appointed Spider to handle the launch in the UK. A well-established company in its native Australia, Modibodi was looking to make the same splash in the UK and drive ecommerce with its new co.uk website.
The brief was to reach the women’s lifestyle media, influencers and bloggers to trial and review the range. The Agency did this by engaging with the UK female by creating a platform for discussion on sensitive subjects and sustainability issues connected to women’s lifestyle.
Modibodi invested its entire marketing budget with Spider and undertakes no above the line activity, such is its confidence in getting the right of level of media traction and in the Agency’s ability to deliver stellar results which have helped deliver double digit growth
Working with influencers, creating media events to showcase the products and securing blogger review to build SEO is all part of the Spider brief. Spring 2019 saw the launch of RED, the sister brand of Modibodi for teens and tweens with the Agency driving a back to school and mummy influencer campaign.
Proving that a brief brief can also be very long term. Modibodi – a Spider client for 18 months and counting!
*Figures provided by Modibodi
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Sexual wellness brand Satisfyer approached Spider to be its UK PR partner. The brand was already working with other agencies in the PRGN (Public Relations Global Network – a worldwide association of independent agencies where Spider is the UK representative). The brief was to create a global launch campaign that would work across many different territories.
In particular, the challenge was to take away the stigma often associated with adult toy brands by positioning Satisfyer as a lifestyle product and opening it up to the mainstream media.
Commissioning a sex and relationship expert (now part of the in-house Satisfyer team) and focusing on female sexuality to make national headlines.
The Spider campaign has ushered sexual wellness into the mainstream by hosting regular blogger and media events to educate journalists about the brand’s extensive range of products and has helped it win international awards for design and function.
The Agency is recognised as delivering stand out work in this specialised category
Satisfyer – a Spider client for 2 years and counting!
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BAAPS is the trade body that promotes excellence and safety in aesthetic plastic surgery. Spider won the pitch to handle the high volume of media requests, whilst proactively generating opportunities to tell positive stories about the sector. It also briefed Spider to totally revamp its brand and presence on social media.
The Agency began by recrafting the narrative for BAAPS and restructured the press office to capitalise on breaking news about plastic surgery, as well as being recognized as the authoritative voice on plastic surgery. This included advising on launching BAAPS own audit figures, which secured considerable national exposure.
BAAPS’ presence on social media was significantly realigned to have a new look, feel and content strategy that sought to highlight the many benefits plastic surgery brings to society.
An emotional subject carefully handled with confidence by the Agency, just what the doctor ordered!
BAAPs – a Spider client just going into year 2.
POSTS CONTAINED #LADYHOLE
OF THOSE REACHED ON THE HASHTAG WERE MALE (THE TARGET AUDIENCE)
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Expert social media Agency Spider created a highly disruptive campaign for April Fool’s Day. The Agency chose to capitalise on a topic that already had the nation chatting: gender equality.
Peperami’s famous ‘Animal’ character – not known for his political correctness – decided to join the debate and identified that there are 413 words in the English language that start with ‘man’ and only 20 that start with ‘lady’? This was a fact that Peperami ‘Animal’ just had to get behind!
To right this wrong, when dawn broke on 1st April 2019, London woke to a cover-up like no other. During the night, Peperami ‘Animal’ and renamed the capital’s manholes #ladyhole
Within 24 hours the hashtag gained 2,941,677 impressions
Manhole to ladyhole – Spider took on this blatant gender inequality with its trademark fearlessness.
PEPERAMI – a Spider client for 3 years and counting!
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Cuisinart kitchen appliances are a household name in the US and needed help to stand out from the crowd in the UK market. Launching a new ‘style’ range – stunning appliances in gorgeous colourways intended to make a statement in the kitchen – Cuisinart appointed Spider to manage its social media including content creation, advertising, community management and influencer partnerships.
With the priority aim of increasing awareness and sales through John Lewis, the Agency focused on delivering a highly targeted campaign to deliver quick and measurable ROI. This included link click advertising targeting John Lewis customers and avid foodies whilst running an influencer campaign alongside.
Cuisinart achieved measurable sales increase and the Agency’s contribution proved to be an essential ingredient in the mix.
CUISINART – a Spider client for 18 months and counting!
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Food and drink PR agency London – Nature’s Finest, the UK’s no.1 potted fresh fruit brand, is on a mission to help mums and dads banish chocolate bars and gummies to encourage healthier replacement snacking options with a more naturally sweeter alternative.
Spider, food and drink pr agency London focused on using social media as a communication tool to directly reach UK parents (predominantly mothers with children aged 2-5). Through influencer collaborations, partnerships and a strategic paid media strategy, the Agency has demonstrated the benefits and versatility of potted fruit as a snacking alternative to children.
Spider’s challenge has been to create a memorable new look and feel to the brand’s social channels by introducing creative ways to introduce fruit into the diets for both children and adults to enjoy.
Getting fruity for all the right reasons.
NATURE’S FINEST – a Spider client for 5 years and counting!
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Purveyors of premium gin for over 150 years, Hayman’s of London appointed Spider to support the brand relaunch and the opening of its band new distillery. Being in the very crowded gin market, the challenge was to increase share of voice on social media whilst maintaining Hayman’s position as champions of ‘True English Gin’.
Using a combination of hyper targeted PR and social advertising, social listening and influencer marketing, The Agency encouraged city dwellers from all corners of the capital to experience the first ever gin-themed pop-up cinema in a working distillery.
With an ambitious hit list of media titles and with so much other compelling activity for the media to choose from, the Spider team had to convert journalists into serious fans who would be excited by the Hayman’s proposition!
The Agency delivered on its guarantee to generate rafts of coverage which drove ticket sales for tours and special events at the distillery but also achieved volumes of Hayman’s Gin PR coverage for the new pack designs – a particularly tough challenge with no new products to promote
Spider – was just the tonic the brand needed
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Spider, the creative pr agency in London were briefed by Luxury Irish chocolatier, Lily O’Brien’s with a dual task – support the launch of its new ‘Share Wisely’ brand positioning and drive sales and awareness of the brand in the run up to one of the key annual sales periods – Mother’s Day.
The Agency needed to create cut through and desirability for the brand amongst its target audience identified as ‘modern pacers’ – professional women in their 30s who pride themselves on having style and a sense of humour. With this in mind, Spider partnered with Radio 1 DJ and TV presenter Alice Levine – who was slap bang, profile perfect for the Lily O’Brien’s target audience
With Alice as the host, the Agency held an exclusive press and influencer ‘Share Wisely’ Mother’s Day event which generated considerable PR and social media exposure.
As Forrest Gump said “Life is like a box of chocolates. You never know what you’re gonna get.”
Spider well understand that life is like a box of chocolates, it’s just that at Spider with its unique guarantee you know what you’re gonna get!
LILY O’BRIEN’S – a Spider client for 3 years and counting!
For the ladies who lunched in Belgravia it stood to reason they would be thrilled for their pooches to have the same opportunity to dine and be social in their own special place.
Spider, one of the top food pr agencies, created the world’s first-ever Doggy Diner with tables set at different heights embedded with bowls, to suit the tiniest to the largest canines, where they could enjoy the finest doggy cuisine from leading premium pet food brand, Lily’s Kitchen.
With facilities that included a breakout area for relaxing post-meal on dog-eared sofas to strategically placed lamp posts for maximum comfort.
It probably helps that Spider was a pioneer in dog-friendly offices, leading a trend from 18 years ago. Annie, Bruce and their predecessors have always played an important role in client selection.
Lily’s Kitchen – a Spider client from 8 years ago who came back at the start of 2019
Spider’s scope of work aimed at positioning DEBRA as lead charity in the space, building relationships with key media, influencers and external stakeholders.
Spider devised a strategy which focused on raising awareness ahead of the conference, generating coverage and driving attendance.
DEBRA, a national charity supporting people suffering from Epidermolysis Bullosa (EB) appointed Spider to launch its first global congress.
This ground-breaking, first ever, worldwide gathering for the ‘Butterfly Children’ as suffers are known – will bring together all the global know how on EB research, clinical management, and the EB Community.
By pooling this understanding across the key stakeholders will give guidance to professionals engaged in the specialised field and help in the development of strategies for research, regulatory issues, funding, and roll-out in healthcare communities.
See more and choose to donate CLICK HERE
This subject is emotionally difficult, and the challenge is tough
DEBRA UK – a Spider client for 1 year and counting
Merchant Gourmet briefed spider to raise awarenss for its range of pulses and grains, with a particular focus on Puy lentils. As one of the leading merchandisers of Puy lentils, we soon learnt the importance of increasing consumption for the category as a whole and not just the brand.
With many consumers in the dark on how easily they can be incorporated into their daily diet, Spider proposed the idea of hosting a trip to Le Puy-en-Velay, the home of the Puy lentil.
Inviting key press and influencers on an authentic ‘Field to Fork’ journey that showcased the heritage and provenance of the humble lentil, and gain an insight into the history and origin of the Puy lentil.
Since July 2019, Spider has achieved over 50 pieces of coverage and a reach of over 29 million (29,255,000)
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Iconic biscuit brand Fox’s challenged Spider to raise awareness for all its npd whilst constantly remind consumers of its much loved, nostalgic core range
From Q3 in 2018, these included Chocolatey Squares, Party Milkshakes, an innovative Double Dough cookie, Party Ring buckets, and Extremely Chocolatey dark chocolate and raspberry cookies – a real taste explosion into a mature market.
The Agency’s creation of engaging social media alongside a mass influencer campaign, generated widespread exposure and significantly over delivered the guaranteed media results.
Fox’s, as a market leading brand chose Spider’s digital and PR expertise knowing that creative innovation would be baked into the service to get them the commercial results they need
FOX’S – a Spider client for 1 year and counting!
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To celebrate their 115th anniversary, Typhoo unveiled its latest redesigned logo and packaging, and appointed Spider to cause a stir on social.
As the milestone approached, Spider , one of the top food pr agencies, launched an engaging throwback social media campaign that took UK tea lovers on a virtual trip through Typhoo’s heritage since 1903. From art deco posters to vintage footage and celebrity commercials, followers on social stepped back in time to step forward, returning to Typhoo’s new look reveal.
Spider understood the reverence and value of the brands history and its iconic status in British tea drinking. The simple but highly effective creative strategy made full use of this history and brand power to deliver the guaranteed results quickly and measurably.
Give us a call to talk about how Spider will get the results your brand needs.
The kettle’s on.
TYPHOO – a Spider client for 3 years and counting!
The Results
• Conducted four separate sampling activities in one day across the UK for World Jerky Day
• Over 20,000 samples were distributed during the day, more than 5,000 per location
Positive consumer feedback including:
• There’s no better jerky than Jack Link’s
• I’m obsessed with jerky!!
• I have just tried the Jack Link’s beef jerky and it was so tasty I had to come out for another sample before it all ran out
The challenge was to create impact for Jack Link’s Jerky amongst category buyers at key supermarkets to get the brand front of mind with the buyers and category heads.
On World Jerky Day (there is a day for everything!) Spider set up sampling exercises outside the head offices of 4 leading supermarket chains: Sainsburys, Tesco, Morrisons and Co-op. The Agency also did another ‘midnight guerrilla activity’ and placed helium balloons on lamp posts, road signs and trees on the car journey routes the buyers would take to reach their offices
The helium balloons carried the Jack Link’s logo and slightly risqué slogans replacing the word ‘work’ with jerk from well-known songs: ‘hey-ho, hey-ho, its off to jerk we go’ and ‘jerking girl’
The client said: “it was amazing. Please come up with another equally disruptive idea for World Biltong Day” (so we did)
JACK LINK’S – a Spider client for 2 years and counting!
Crisis Management – CONFIDENTIAL
Click to read more about our crisis management service
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Spider has been working with itsu on a retained basis to build brand and product awareness across both itsu [restaurants] and itsu [grocery] boosting sales and positioning founder, Julian Metcalfe OBE as a business pioneer. Helping to position the business as the brighter future of fast food through corporate profiling, trade and consumer PR, Spider has delivered exceptional results. In the last seven months alone, the team has landed 179 pieces of coverage in the titles such as BBC Radio 4, BBC News, Daily Telegraph, The Financial Times, Daily Mail, The Grocer, Big Hospitality, Delicious, Fabulous and more…
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London Consumer PR agency Spider were appointed by PMS International to drive awareness and sales in the run up to Christmas for their Elves Behavin’ Badly brand. The brief was to bring the iconic elf duo of Elfie and Elvie to workplaces, social hangouts and homes across the U.K, encouraging the public to get pranking using the naughty elves.
Spider curated an integrated PR and Digital campaign to take the Elves Behavin’ Badly craze to the next level. Centering the idea around office pranking. The Agency executed a campaign that asked people ‘don’t take your elf to work but they might just show up’.
Targeting the media houses offices and ITV and BBC, the elves caused mayhem. Recruiting Joey Essex in the quest to get ‘double naughty’ these elves went pranking. With a video narrative that saw Joey get pranked in an office and taking to the tubes and streets of London for a stunt with a pair of life-sized Elves, we ensured that everyone snapped and shared #NoElfControl in the lead up to Christmas. Not only was this hashtag utilised to support the video and experiential activation. Furthermore it spearheaded a dedicated social media content stream that encouraged User Generated Content.
Notably with coverage across National, Lifestyle and Broadcast media, including feature pieces on Daily Mail, The Express and Metro as well as the likes of Radio 1, The Jeremy Vine Show and The Last Leg, these elves caused a storm with adults (not just children), all itching to get in on the pre-Christmas fun.
Food and drink lovers out there, we have news that will make your mouth water!
Melia Hotels has appointed Spider to launch its latest gastronomic enterprise, SW7. Through a fully integrated PR, social media and influencer campaign, Spider is tasked with putting West London’s newest dining hotspot on the map.
SW7 serves an indulgent menu of international dishes masterminded by renowned Head Chef, Javier Rodrigo Alviz. Guests of SW7 can enjoy the elegant (and certainly Instagrammable) interiors that draw inspiration from William Morris designs, whilst choosing from a comprehensive drinks list that also takes inspiration from the famous British artist. Head Chef Javier Rodrigo Alviz began his career in Madrid, before coming to London in 2014 to work in some of the city’s most iconic hotel restaurants, including the Claridge’s and the Waldorf Hilton.
A desire to learn the latest culinary techniques led Javier to join Adam Handling’s team at Frog restaurant in Covent Garden. From here he took up the reins at Melia White House last year, before transferring across to SW7. Meliá Hotels International was founded in 1956 in Palma de Mallorca (Spain) and is one of the world’s largest resort hotel chains.
It currently has more than 350 hotels in 35 countries on 4 continents. The launch in London of SW7 Restaurant coincides with the relaunch of the newly refurbished Melia Kensington.
Sara Pearson, CEO, Spider says: “We are delighted to be working with Melia, a personal favourite having spent many times staying in Melia hotels in Spain. Spider’s contract includes running the social media channels and influencer activity and working alongside our sister agency, travel specialists – Kitten & Shark who do the PR”
British Apples and Pears appoints Spider to handle its communications brief
Spider is delighted to announce that it is getting its teeth stuck into the British apple market as it is appointed by British Apples & Pears to handle its PR, social media, trade communications and website management.
Following a brief to increase awareness amongst consumers for British apples and pears, Spider devised a series of campaigns and activations to not only encourage shoppers to put apples to the top of their shopping list, but also shake up the sector and showcase the extensive repertoire of apples grown in the UK.
Sara Pearson, Spider CEO says; “I have always been passionate about getting British produce put firmly back on the map, which is why we are so delighted to be helping British Apples & Pears in their quest to achieve this. We have strong plans in place to drive awareness and engagement across a wide audience, whilst helping to get British apples firmly back onto supermarket shelves.”
British Apples & Pears is the trade association that represents British apple and pear growers. Formed in 1990, the body is led by a committed board of grower directors, who work year-round to promote the delicious and high-quality top fruit.
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We were approached by STRYYK – the non-alcoholic spirits brand – to raise awareness for its range of non-alcoholic spirits, including Not Gin, Not Rum and Not Vodka, promoting the brand as “All the spirit, none of the alcohol”. The brief asked us to drive awareness and boost sales of the range, establishing STRYYK as a key non-alcoholic player in the market.
We were tasked to overcome negative public attitudes towards non-alcoholic products on the market, and achieve cut through in an increasingly crowded market, increasing its share of voice in the no/low alcohol market.
Spider achieved over 68 pieces of coverage within 6 months, pitching to consumer media for product placement opportunities in the food and drink news pages, shopping pages, recipe pages, as well as pitching for round-ups in key sales periods such as Sober October and Dry January.
Spider was tasked to help consumers understand that buying British & Irish mushrooms means eating better tasting mushrooms; as they are fresher, higher quality and have travelled less than other alternatives.
To bring this messaging to life and drive awareness of British & Irish mushrooms, Spider drove an integrated PR & social media campaign which launched the Mushrooms Miles Report, a key consumer and trade insight which outlined key facts about mushrooms, how sustainable they are and the importance of shopping closer to home. Alongside the report, Spider also conducted a consumer survey which identified just how little shoppers check a product’s country of origin and how unaware they are of their favourite vegetables’ provenance.
To sit alongside the PR campaign, Spider also built up and managed a number of social media accounts for British & Irish mushrooms. In just a few months, Spider welcomed over 2,500 new followers to their platforms and generated a reach of over 3 million people.
Announcing the news to press, Spider generated 19 pieces of coverage across national, lifestyle and trade press, including larger feature pieces in The Guardian and Daily Telegraph.
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Spider was briefed to come up with a disruptive brand awareness activity to grab both media and consumers’ attention.
Peperami Animal reckoned vegans lead dreary lives, denying some basic pleasures………such as the delicious taste and flavour of a good sausage or beef bar. Animal was determined to give vegans a taste of what they were missing….
To grab media attention, Spider conducted research which revealed that 25% of vegans and vegetarians secretly miss the taste of meat and almost a third still enjoy the tantalising smell of it.
Off the back of this, on 31st January, the last day of Veganuary, Spider let Animal loose onto the streets of London, where he toured the capital, pumping out the smell of meat from a van with two large billboards in tow which stated ‘No one says Vegans can’t enjoy the smell of meat’ on one side and ‘Only one day of Veganuary to go’ on the other. Pulling up at key vegan hangout spots across London, Animal mingled with the crowd handing out samples of the brand’s newly launched Beef Bar.
The one day stunt generated seven pieces of coverage including three national newspapers. While the campaign was also successful across social media with a reach of over 1.6 million and over 250,000 engagements generated.
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Supporting The NHS .During these uncertain times, the use in social media has dramatically risen due to lockdown and self isolation. The platforms have become a vital way for us to communicate and connect with family and friends. It’s been a news source to keep updated. It’s also been a fantastic platform to showcase the positive outcomes and efforts born out of the pandemic: one being the British Association of Aesthetic Plastic Surgeons showing their support and contribution to the NHS.
Utilising a dedicated hashtag #BAAPSSupportingTheNHS, Spider leveraged social media to publish content of nationwide BAAPS members (NHS trained) on the front line. Routine surgery for BAAPS is (and continues to be) postponed as emergency procedures take precedence. Up and down the country, support efforts included: surgery; surgical training; telephone consultations; webinars, PPE testing and much more.
On behalf of Spider, we’d like to say a huge thank you to the NHS and key workers!
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Since appointment in spring 2019, Spider has helped Lily’s Kitchen grow sales by 30%, double its international footprint and make it one of the most sought-after brands in pet food – at least that’s what £100m from Nestle Purina says!
Spider consistently helped build the value of the Lily’s Kitchen brand through big origin-story features with founder Henrietta Morrison in the likes of The Evening Standard, The Daily Telegraph and The Metro.
Glory coverage was underpinned by a growth narrative plotting the appointment of a new CEO, plans for ambitions for international growth, being awarded the Royal Warrant, and celebrating doing business as a founding member of the B-Corp movement in the UK.
Value-building PR was underpinned by reputation boosting social media community management to ensure happy customers alongside positive endorsements from influencers and good scores on influential review sites.
This helped build Lily’s Kitchen’s profile up to market-defying sale of the business to Nestle Purina when Spider co-ordinated a well-messaged and managed announcement with the key ‘business as usual’ message permeating the national city pages and well contained consumer reaction.
New Spitalfields Market was custom-designed for the fresh produce and flower business in the early 1990s and we can still boast trading facilities that rank as second to none. Covering over 31 Acres with over 15,000 products from over 100 countries New Spitalfields Market is a huge wonderland of produce.
Our role was to digitally re-position the market as the premier location for wholesale, service, tradition and innovation. We picked up on the key facts of size, coverage and quality and made this a key feature of the site. Covering multiple languages the site is truly diverse and speaks to multiple audiences across the London wholesale sector.
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Spider was tasked with raising brand awareness for Dell’Ugo and creating beautiful content to inspire people to cook with their products.
As well as building the monthly content calendar and community management, we also redesigned their Instagram page and layout to be more premium and enticing.
We onboarded and managed a group of micro-influencers to broaden our reach, and further spread the message around the ease of cooking with Dell’Ugo products.
This was boosted via Facebook and Instagram dark ads and posts, targeting mums with kids under 16 who do not follow a vegan or vegetarian diet. Market research showed that we need to hit this target group 3-4 times in order for them to consider a new product.
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Almond Breeze – a US-based brand – tasked Spider with helping them to stand out in the crowd within a competitive UK alternative milk market.
We were appointed to manage the brand’s social media channels; including content creation, website management, Influencer management, community management and advertising.
Spider was also tasked with redesigning their social channels with a new look and feel to make the brand more engaging, as well as adding elements of fun.
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Oppo briefed Spider to raise brand awareness around National Ice Cream Month, in what is an incredibly crowded market.
To dial up the brand’s core USP – its flavour credentials – Spider worked with Oppo to launch the ultimate competition to win a year’s supply of ice cream and help to choose the next range of flavours.
Spider crafted a press release to issue widely to consumer media including nationals, consumer lifestyle, broadcast and regional publications. This was supported by targeted media and influencer seeding.
A sophisticated e-commerce website for the UK agent for the Sonomasks product range. Spider delivered this substantial site with the back end fulfilment and automated processes required to sell these masks. Sonomasks are guaranteed to last over a year. The SonoMask is an antiviral face mask that protects you and the environment. With a clinically validated filtration of 5 microns, it effectively provides a barrier from infected micro-droplets, the principal method of virus transmission.
The site uses the woo-commerce platform integrated into a UK based fulfilment house. The Spider digital team have expertise in all the leading e-commerce platforms and the required technical ability to deliver a full end to end project. This includes existing relationships with a class-leading fulfilment house. Our end to end capability delivers shorter lead times on e-commerce projects.
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Appearance APPG appearance
Before the outbreak of COVID-19, the UK’s social care sector had, despite employing and caring for more people than the NHS, scant public or political profile.
When Social Care charity Community Integrated Care approached the Spider Corporate PR team following the outbreak of COVID-19, the brief was to generate any recognition for the sector which was largely ignored by the media and almost entirely omitted from the government’s official COVID-19 plans.
By working to uncover the real stories and plight of social care workers, including (for the first time) announcing cross-industry data on death rates, Spider generated over 240 pieces of coverage for the charity including blanket national and broadcast coverage placing the sector as a whole firmly on the public and media agenda.
Our work which has involved tracking the fast changing daily news agenda helped build the media profile of the passionate and outspoken Mark Adams CEO to that of go-to media commentator for all of the major broadcast outlets and his derision of the Prime Minister’s blaming of care homes for high death rates as ‘cowardly and Kafkaesque’ was not only quoted across the national media but used by Sir Kier Starmer at Prime Minister’s Questions.
Hard-hitting, reactive lobbying was complimented by an ongoing stream of uplifting real-life stories to show positive human experiences of the care sector during lock-down. From stories of England Rugby players shaving their heads for fundraising to staff doing a 1,500-mile charity walk to securing broadcast coverage to celebrate and mark National Care worker Day.
Not only did our comms aid in the sourcing of PPE, help change priority access rules in supermarkets, but also spurred additional emergency investment funding for the sector and put the social care sector at the forefront of the media and national consciousness. Proof if ever, that the mainstream broadcast media influences those in power.
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Everybody knew that the pandemic had got serious when we suddenly found ourselves without the option of heading to our favourite high-street restaurant or calling up our preferred takeaway house.
Instead, we all had to turn to home cooking, and this meant bad news for snacking brands like Peperami. On-the-go snacking was no longer happening, so Spider pitched an idea to get people using Peperami slightly differently: #PeperamiFakeaway – a playful parody poking fun at some top restaurant chains who had been releasing their own DIY cooking kits throughout lockdown.
Our PR team conducted some research to find out which meals the general UK public were missing most during lockdown. It turned out that dishes like Pizza, McDonalds burgers, Greggs steak bakes and Kebabs were top of the pile.
So, armed with the top 10 dishes that we wanted recreating with a Peperami twist, we teamed up with 12 top foodie influencers on Instagram that produced recipes to show their followers how they could have the perfect #PeperamiFakeaway
All this content was then shared on the influencers page and all Peperami’s social media platforms.
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Major supermarkets Lead generation
Transcend Packaging approached Spider as a fledgling player in sustainable packaging with a mission to reduce single use plastics and boost B2B sales for their paper straw and paper cartons.
Our strategy of proactive newsjacking, pressing for better government action against single use plastics saw them appear in The Grocer, BBC News, Talk Radio and Wired.
By Specifically responding to packaging and sustainability announcements from major brands, we were able to directly drive sales enquiries and put Transcend firmly on the radars of major brands..
When COVID-19 hit, we helped Transcend launch the first paper-based and plastic free face visors, generating rapid sales and further promoting the organisation as a progressive, disruptive and truly mission-based sustainable packaging brand.
