A new era began as Bertie Matthews, sixth generation miller, stepped into role of commercial director of the family business, Matthews Cotswold Flour, and the company needed PR that would give the brand a kickstart.
Matthews Cotswold Flour a Cotswold icon established in 1912, still operates from the family-owned independent mill in Shipton-under-Wychwood. The mill specialises in premium quality organic and speciality flours milled using traditional techniques supplying professional and home bakers across the country.
With father and son team, Paul and Bertie Matthews at the helm, the company expanded its range and its branding evolved. Twelve PR helped the company establish its footing as one of the UK’s leading independent millers through a sustained PR campaign that crossed social media, thought leadership, blogging, events, sponsorship and media relations.
Flour masterclasses
Twelve refreshed the company’s Twitter, Facebook and Instagram pages and the following quadrupled over 24 months.
We organised a flour masterclass at Soho Farmhouse in Great Tew which Paul and Bertie delivered with great aplomb and great bakes, to reach the discerning and influential Cotswold audience, passionate about provenance and premium quality ingredients.
To ensure that the wider Cotswold Flour team felt empowered by the brand, internal staff events were organised including a staff bake off and flat lay photo competition.
Taking over the boardroom, Twelve brought its pop-up flat lay photo studio with backgrounds and props and invited staff to spend a few minutes getting their creative juices flowing, whilst also creating new imagery for the recently launched Instagram channel.
“Working with Twelve PR gave us the boost we needed and reaffirmed our position as one of the UK’s leading independent millers. Through flour masterclasses, a social media refresh and press we received, we’re in an even stronger position.” – Bertie Matthews, MD
Event sponsorship with purpose
Matthews Cotswold Flour also sponsored the World Bread Awards category for best pub or restaurant bread for the first time and Twelve helped the mill celebrate by running a social media competition encouraging followers to nominate a special restaurant or pub loaf they’d enjoyed. Over 60 different restaurants and pubs were nominated in our social media competition.
During the campaign period, over twenty pieces of news and thought leadership coverage was received in target publications including Cotswold Life, Oxford Mail, Cotswold Times, Great British Food and Food Heaven.com.
“Working with Twelve PR gave us the boost we needed and reaffirmed our position as one of the UK’s leading independent millers. Through flour masterclasses, a social media refresh and press we received, we’re in an even stronger position.”
Bertie Matthews, MD
