From no UK presence to Ocado and Iceland at the table.
Chefees entered the UK frozen meal kit market with no awareness against entrenched players. A focused PR campaign created multi-million pound retail opportunities.
- Sector
- FMCG / meal kits
- Phase
- UK market entry
- Channel
- PR / earned
- Outcome
- Retail conversations
The numbers.
Challenge.
A strong product with no UK presence in a category dominated by HelloFresh and Gousto. The brand needed credibility with retailers, not just consumers.
Strategy.
- 01
Lead with trade press to create immediate stakeholder credibility.
- 02
Position Chefees as a category disruptor on waste and flexibility.
- 03
Engineer the campaign so a single placement could unlock retail conversations.
Execution.
- 01
Trade-led PR programme targeting The Grocer and adjacent titles.
- 02
Strategic messaging built for both consumer and buyer audiences.
- 03
Coordinated follow-up to convert inbound retailer interest.
What it meant.
A UK market entry that skipped the slow climb - one trade feature put Chefees on the radar of the country's biggest grocers and opened multi-million pound retail conversations.
More work.
256 bookings from a single spring-menu email.
A viral reel worth £98k in earned value.
