1. Eddingtons Case Study
Eddingtons are a trade supplier of kitchenalia to department stores and specialist cookshops throughout
the British Isles. Our brief is to create consumer awareness of their products and to drive sales. Our
activities are also used as a retailer support initiative through the use of specific named stockists.
We have recently helped them to launch the new Epicurean range of melamine tableware. The
collection has been carefully created using the latest technology featuring hand painted and glazed
finishes, it looks and feels like traditional ceramic tableware; and was picked up by a range of media this
summer including Sainsbury’s Magazine, Woman & Home, VW Camper and The Kitchen Blog spot.
We are now working with Eddingtons to launch the Coupe Stack, a champagne tower that you can
easily create in your own home, Bee’s Wrap, the natural alternative to plastic food wrap and a range of
Christmas related products. Due to Eddingtons large product range we also undertake regular call
rounds of the media to ensure that we are able to secure coverage for their products no matter what
story a journalist is working on.
ShrewdPR works closely with a network of food and homes bloggers, who regularly call in products for
review purposes. The subsequent articles have helped to increase online awareness of Eddingtons
products and each blog includes direct links back to retailers who stock the products.
We were delighted when in 2007/8 Good Housekeeping awarding the Eddingtons Silicone Rolling Pin
highly commended in their innovation awards. Coming second only to the Nintendo Wii. Coverage of
this honour appeared in the January 2008 issue of Good Housekeeping.
Coverage for Eddingtons’ products regularly appears in the food magazines, the food pages of the
women’s consumer press, the homes and interiors magazines and selected blogs. Products have been
tested and reported on by listeners to local BBC consumer shows, whilst product inventors have been
interviewed on the Chris Evans’ show on BBC Radio 2. In addition products have appeared on Nigella
Express, The Hairy Bikers, Something for the Weekend on BBC 2, Sunday Brunch on Channel 4 and the
Food Network.
“Shrewd PR are an important element of our marketing strategy as they help us to support our retail
customers. They have great contacts and consistently achieve excellent results for us. We have worked
with them for a number of years and they are always prepared to go the extra mile to help us promote
the brands that we distribute to the public.” RW - Commercial Director, Eddingtons