We developed and implemented an integrated communications strategy for Aspall over a two year period. We worked closely with Aspall's owners, brothers Barry and Henry Chevallier Guild, brand consultant Deborah Taffler and communications expert Robert Phillips to develop a strategy and plan focussed on key themes of authenticity & heritage; modernity & evolution; expertise & craft; brand & terroir and markets & marketing.
Stepping away from a conventional PR approach of blanket press releases and measuring success in column inches our strategy was 'Aspall don't say much but when they do it's worth listening'. All communications centred on the new Aspall web site and blog driving consumers, journalists and trade to there from email marketing, social media, editorial and advertising.
Aspall has a wonderful rich heritage of nearly 300 years of cyder making in Suffolk. It is one of the UK's oldest family businesses and the brand's reputation for quality cyder, vinegar and apple juice is known and respected across the UK and the rest of the world.
Aspall has many wonderful stories to tell from the family archives which include founder Clement Chevallier's 1728 diaries, letters about the family's role as co-founders of the Soil Association in 1947 and experience of the traditions of cyder making across the centuries. There is also a present-day business story - huge investment in production facilities, increased production, focus on quality liquid with high juice content and opinions on the current state of the UK cyder market.
We trippled Aspall's audience on Twitter and Facebook and introduced them to Instagram and LinkedIn. We generated significant coverage in trade publications like The Grocer and The Morning Advertiser, features in The Telegraph and Guardian and coverage in Sainsbury's Magazine and Waitrose Kitchen.
Our particular focus now is on vinegar, the unsung hero of the Aspall range.