Queen of the Crop   |   January 2012

Cirkle’s work on Driscoll Jubilee Strawberries – the Queen of the Crop – is a brilliant case study on how superlative media relations and social media networking can reap major dividends.

Last year’s campaign was a resounding success… featuring a Strawberry Fields Forever press trip, show-stopping Strawberry Bouquets, national research on ‘Strawberry Savvy’ British consumers, and the use of chef and Masterchef presenter John Torode as the first ever strawberry Sommelier. The standout activity also included the creation of a premium feel website, plus building social networking profiles on Facebook and twitter, the latter of which featured a partnership with quality food retailer M&S - exposing 34,000+ core consumers to Jubilee Strawberries.

Highlights included branded TV coverage on BBC South East, Daybreak and The One Show and inclusion in 90% of key food titles. The campaign delivered nearly £2million PEV and exceeded KPI’s by 200%, leading to one very satisfied client.