CWF is an importer, agent, producer, bottler and distributor of wines and alcoholic beverages. The company’s brands include Le Poesie, Vina Sutil, Simply Yours, Kissing Tree, Sliver Bay Point, Bali, Orchards, Summer Sensation and Winter Warmer. It supplies to both the on and off trade sectors.

While CWF had undertaken PR previously, the company had no media relations agency for a period of time prior to Primo PR’s appointment. This was partly because it wanted to re-focus on new product development and consolidating its distribution channels, but also partly due to the fact that it felt that PR had not provided a solid return on investment. Primo was initially brought on board to launch a new product range – Simply Yours – with a view to becoming a retained agency depending on the results achieved.

The launch campaign for Simply Yours encompassed the national, consumer and trade press, with coverage achieved across all. The range consists of 11 varietals, so Primo PR used this as the basis for a ‘What your favourite wine says about you’ story for the national can consumer press, with a more straightforward, product focused approach taken for the trade press. The results achieved led CWF to take the decision to continue working with Primo. Now the campaign consists of a proactive press office, covering news, features, media visits and set piece opportunities.

During year one of the campaign Primo PR achieved almost 50 trade and consumer press cuttings. The return on investment was 17:1.