Aligning The Pure Package with London Fashion Week
Founded by Jennifer Irvine, The Pure Package is London’s premier gourmet food delivery service and is loved by A’ list celebrities and discerning Londoners alike. The Pure Package wanted to align themselves with London Fashion Week due to the natural synergy between the company’s healthy eating ethos and the models’ need to be sustained during what is the industry’s most hectic period. It was PHA Media’s mission to associate The Pure Package with the gold standard names showcasing at London Fashion Week.
The fundamental objectives of the campaign were to:
- Secure opportunities for The Pure Package to cater backstage for models, and front-of-house for VIP guests, at some of the most high profile designers show
- Make The Pure Package synonymous with healthy eating in relation to London Fashion Week
- Increase the number of celebrity testimonials on The Pure Package’s website
- Increase traffic to The Pure Package’s website
Originality and creativity
PHA Media created a ‘hit list’ of high profile designers which best matched The Pure Package’s philosophy and made individual approaches – as well as sending a yummy lunch – to introduce the company. As part of a two-pronged approach, we also reached out to key models to see if we could supply them with food throughout the duration of London Fashion Week.
Strategy and implementation
PHA Media arranged for The Pure Package to supply food – both backstage and front-of-house – for an array of high profile shows. We also arranged for The Pure Package to submit material into the front-row goody bags which went out to VIPS and celebrities, providing an excellent opportunity for raising brand awareness. We also approached a selection of influential designers and offered to provide their food in the run-up to London Fashion Week, in exchange for an endorsing Tweet and quote for the website.
Results and evaluation
Over the 2011-2012 period, PHA Media built relationships between The Pure Package and the following designers which led to The Pure Package being the official food provider at the London Fashion Week shows: Mulberry, Alice Temperley, Matthew Williamson, Julien Macdonald, Mark Fast, Mary Katrantzou. Each association was secured without fee, and PHA Media also negotiated for The Pure Package’s logo to appear on all marketing collateral. We also secured endorsing quotes from each designer, alongside supermodels Erin O’Connor and Lily Cole.
PHA Media secured an unbeatable amount of high profile associations surrounding London Fashion Week which really elevated the brand and I was delighted with the results achieved
Celebs on Sunday