A campaign designed to sky-rocket buzz around Cycling Veg. Cycling Veg is innovative sustainable veg delivery service based in South London.

1. CyclingVeg
Sparking serious buzz for
CyclingVeg,

2. Recently, I’ve been researching box subscription services for work
and discovered you guys.

3. I think it’s an absolutely fantastic idea. I love how you’ve built a
genuinely sustainable business. Using cyclists to deliver veg is just
plain genius!

4. In my spare time I work on extra projects that I’m passionate about.
I’ve already worked with Lola’s Cupcakes, a now well-established
cupcake chain….

5. …Cookery School, a long-established London-based cooking school
located on Little Portland Street

6. …and St. Martins Coffee Shop, great little coffee shop that’s just
opened in my home town, Leicester.

7. I do all extra work for free – all I ask for is a written reference.

8. Why do I do it? I love working with independent businesses. They
are more forward-thinking and agile.

9. I think your business idea is fantastic but upon surfing the net and
asking around, I can’t believe that you guys aren’t more well-known.
I think that this isn’t right and needs be changed.

10. As such, I’ve come up with a communications idea which I believe will
massively raise your brand awareness.

11. The idea is simply this: how about dressing up all your delivery
cyclists as vegetables for the day?

12. Every delivery cyclist would also be branded with both the
CyclingVeg logo and the motto: The Veg That Comes To You.

13. It’s great because the idea literally encapsulates both your brand
name and the essence of your service: you’re called The CyclingVeg
and you deliver veg to peoples doors.

14. However, more importantly, it does this in a really fun, surprising and
daring way.

15. Just think of the
surprise, talk and
intrigue it will create
when London witnesses
this surreal spectacle
without warning.

16. Think of the ripple of exposure that will be created when hundreds of
onlookers capture the moment on their phones and share it with their
friends online.

17. Or when you’re mentioned in the London Evening Standard or any of
the hundreds of London based media sources the next day!

18. Importantly, you would maximise the exposure and media interest
that this event would create though a number of ways:

19. On the day, during the event, you would use social media to amplify
it. This could be done could be by responding to any posts about the
event and directing them to your website to learn more. How about
cheekily writing on the TfL’s twitter page assuring them “not to worry
about the veg on the road today.”

20. In turn, you would send press releases equipped with high quality
photos and film in order to quickly spread the word to relevant media
sources, as well as respond to their interest. Also draw upon your
established media contacts and relationships.

21. Arguably, the limitation of this idea is that it doesn’t communicate your
whole brand story; particularly your belief in the need of the
sustainable production and delivery of fresh produce. However, for
me, this story is too just long for your introduction to the public.
Besides, your fundamental value to the public is ultimately the service
you provide.

22. The beauty of this idea is that it acts as the attention-grabber; the
starting point for a conversation about what CyclingVeg. The media
platform this stunt should bring will be the perfect opportunity for you
to talk about your sustainable food model.

23. With a great idea and a great media exposure plan, get ready to
inspire London!

24. Thanks for taking the time to read this.
If you like the idea, and would like to
discuss it further, please feel free to get
in touch.
edwardrobertbeasley@hotmail.co.uk