Cryer & Stott

The Client

After losing his father to cancer, Richard Holmes, Director of Yorkshire Delicatessen Cryer & Stott, decided to celebrate his memory by creating a gourmet Yorkshire pie in his name.

Made from the finest Yorkshire produce and with 5% of the pie profits going to Cancer Research, Visionforce immediately identified Grandad John’s Yorkshire Pie as a great human interest story that would appeal to editors and readers alike.

The Brief

The main objectives of this media relations campaign were:

• To raise important funds for Cancer Research
• To build awareness of the Wakefield, Castleford and Pontefract delicatessens amongst consumers, the food and hospitality sectors
• To build the Cryer & Stott brand as synonymous with the highest quality food produce

The Campaign

The press release was sent out to all of the Yorkshire press and radio stations, leading to coverage in the Yorkshire Evening Post, the Yorkshire Post and an interview with Richard Holmes on BBC Radio Leeds’ Drivetime programme.

Client Comment

"We got some great local coverage in the Yorkshire press. Lots of people mentioned that they had seen our article and we had such a massive demand for Grandad John’s Yorkshire Pies that we completely ran out of stock”.

Richard Holmes, Director of Cryer & Stott