Halfords’ new electric bike range, including the Pendleton Somerby Electric Bike, and invited 10 journalists for an overnight stay. We took them for a bike ride and picnic lunch with Victoria Pendleton, followed by a spa session. We also invited Victoria’s mum, Pauline Pendleton, the inspiration behind the Pendleton Somerby electric bike at Halfords. The trip resulted in broadcast coverage on Radio 4’s You & Yours and widespread national coverage on PA, in the Daily Mail, The Times, Good Housekeeping, You and Heat Magazine.
£1Million in sales of Pendleton Somerby since launch
1 Broadcast – Radio Four
35 pieces of coverage
Creating a buzz for consumer events
We helped Kirstie Allsopp and her team bring two three day craft and lifestyle events to craft lovers. We landed three front covers as well as multiple national news and feature coverage hits, a spread of competitions, a blogger engagement programme and Kirstie appeared on ITV This Morning and BBC Radio 2.
3 Front covers
123 Pieces of Coverage
17 x ROI
Launching Fifty Plus Fashion Week
ZPR kicked off LFW, Feb 2016, with the first ever Fifty Plus Fashion Week show in partnership with the London College of Fashion. ZPR secured Marie Helvin and the world’s oldest working supermodel Daphne Selfe. A YouGov report on ‘Fashion and Body Image’ among 50+ women secured nationwide coverage.
38 Pieces of national and online coverage
1,443 Live streaming views
654k Twitter accounts reached
100m Circulation of guests at press show
Causing a stir at London Fashion Week
We organised a protest, #GrowUpLFW, to campaign against age discrimination on catwalks at LFW. The average age of models at LFW is 17, our five models were over 45, including former models Jilly Johnson (63) and Janie Felstead (65), and called for a wider use of older models on the runway. Coverage hits included The Telegraph, Daily Mail, The Pool, Huffington Post and London Evening Standard.
257 Pieces of coverage
327k Instagram/Twitter accounts reached
Festive Figures from Waitrose
ZPR’s 8th Christmas on Waitrose saw the team deliver a record number of pieces coverage, including a 50% increase in features and profiling coverage.
Working closely with the in house team, ZPR helped Waitrose take the number 1 spot in Taste Test reviews as well as increase news coverage by 54% compared to 2016.
1109 pieces of coverage
139 News hits
59 Pieces of broadcast coverage
Keeping Black Friday tills ringing
Halfords dominated Black Friday coverage with
four weeks of deals placed across almost all
national titles. Dedicated pages on online press
and over twenty pieces of national print coverage
helped drive sales of almost £3 million on the big
114 Pieces of coverage
20,000 sign ups to registration page driven by PR
Sold out Key PR item sold out on first day of sale
Disrupting beauty conventions
We identified an area which Superdrug could own
– beauty for black and Asian women. Working
with the commercial team we challenged the
beauty industry to serve all women and launched
the #ShadesOfBeauty campaign. June Sarpong
was appointed head of the campaign, hosting in
store events and a panel event. Mary Portas
covered the campaign for Channel 4.
1 National TV appearance
24 Bloggers attended in store event
27 New foundation shades launched
50 Pieces of campaign coverage
Campaigning at Superdrug
ZPR created a campaign for Superdrug to
lobby around VAT on sanitary protection. To
launch the campaign we created a number of
creative assets to get the media and public
talking including video content (750k+
views), MP liaison, an infographic, ‘luxury’
750k+ Video views
43 Editorial pieces
+8% Sales increase on OB San Pro
Everyone loves Lakeland
In an unprecedented move, ITV This Morning
made a trip to the Lakes to visit the home of
Lakeland for an eight minute feature on why
everyone loves the kitchen homeware retailer.
Filming in store to showcase Lakeland’s top
sellers and interviewing the Customer
Ambassador, the piece prompted featured
products to sell out in minutes.
8 Minute feature on ITV This Morning
Bringing designer style to Halfords
Halfords launched an exclusive cycling and
lifestyle range with fashion designer Orla
Kiely. From launching at the SS press
show, showing the bikes on the runway at
New York Fashion Week, and blogger
outreach, the collection put Halfords firmly
on the radar for a fashion conscious
12,000 Prelaunch waiting list from PR
65+ Pieces of coverage
Sell out Products in the range
Launching new store formats
Superdrug challenged ZPR to create
national news around a new store opening
in Cardiff. We invited key beauty and
retail journalists to preview the store, held
a media dinner and coordinated a celebrity
opening. A programme of news stories and
blogger visits followed to embed the store
into the Cardiff retail environment.
50 Pieces of coverage
8 Pieces of national coverage
Joining the social conversation
ZPR runs GOSH Copenhagen social media and blogger engagement in the UK. The team covers customer and media queries with seven day week social cover and regular blogger engagement events, focusing on sales driving product placement with key UK social talent.
+462% Increase in Twitter followers in the last 5 years
+356% Increase in Facebook fans in the last 5 years
+152% Increase in Instagram fans in the last 2 years
To support Waitrose’s top marketing campaign for 2017, ZPR exclusively landed half a page of coverage on page three with the Daily Mail. The piece promoted the supermarket’s essential range, resulting in more national, broadcast and consumer coverage. It was even worthy of a tongue in cheek cartoon in the paper.
7 National pieces of news coverage
65+ pieces of coverage to date
22 broadcast hits
Pimped Prosecco at Lakeland
We created a stir this summer in the drinks cabinet, as Lakeland became the go-to retailer to pimp your Prosecco. After a send out to key press of Prosecco Shimmer, a bottle of fizz and a personalised engraved glass, the product was featured across national press, online lifestyle sites and across broadcast, resulting in it selling out and topping the best-sellers at Lakeland by value.
76 Pieces of coverage
Sell out Product this summer
2 Broadcast hits
Anniversary Cake hat debuts at Ascot 90 years of the Queen & 90 years of Coral
We commissioned Royal baker Fiona Cairns to design a hat made from cake for bookmakers Coral to celebrate one of the most popular bets made at Royal Ascot – the colour of the Queen’s hat. We achieved widespread national coverage including three hits on the world’s biggest newspaper website and coverage in the Evening Standard.
13 National news pieces
3 Lead stories Mail Online
5 x ROI
Gearing Up For Black Friday
With four weeks of embargoed deals placed across most national titles and broadcast coverage on ITV’s This Morning, Halfords dominated Black Friday coverage. Dedicated pages on most national online titles were updated on a daily basis with the latest offers. Topping it off, the Black Friday PR hero, Victoria Pendleton’s latest e-bike, secured a front page picture story in the Daily Telegraph’s business section on one of the busiest days of the year. This contributed to sales of £4 million on the big day.
One front page picture story in the Daily Telegraph
TV coverage on ITV’s This Morning resulting in £7k’s worth of sal
99 pieces of coverage across four weeks
Sales of £4 million on the day
Sold out key PR item sold out on first day of sale
Car Seat Confusion
With new legislation on child car seats coming into force in March 2017, many parents were left confused about what they should be using. We positioned Halfords as the helpful expert.
We used a broadcast day to promote better understanding of the new rules and reinforce Halfords’ leadership and expertise. We worked with a Halfords car seat expert and consumer affairs journalist Harry Wallop for a day of interviews to talk about the confusion and demystify the law.
Coverage included interviews with Talk Radio, Sky News Radio (syndicate), Wireless Group North West (syndicate) BBC Solent , BBC Norfolk and print coverage landed in The Independent and The Express.
182 minutes of audi
155 radio stations
42 million audience reach
ZPR drove blanket national coverage for the 5th annual Waitrose Food & Drink Report this year.
From helping to shape the content of the report, managing the report launch event and selling in the story, ZPR secured 12 pieces of national coverage, 10 broadcast pieces and numerous consumer hits, ensuring that Waitrose continues to be the leader in the foodie trend scene.
17 National pieces of coverage
10 Broadcast hits
Over 40 key press to launch event
“ZPR is an integral part of our marketing team. As well as looking after the nuts and bolts of our day to day reputation management, we can rely on them to maximise our marketing plan, create excitement on our behalf with the media, and they have played a key role in our brand evolution journey.”
“ZPR bring sparkle, energy and great results to everything they do. We love having them as part of our team. Their combination of wise counsel, creativity, expertise and positive attitude is very special – and hugely valuable.”
“The combination of great media relationships and insight in to consumer lifestyle trends, with a genuine passion for retailing, has meant that ZPR has always had a good understanding of the business and given us great service at B&Q and Kingfisher.”
“ZPR offers so much more than a traditional PR agency. They are an integral part of our marketing team, and their support, creativity and advice is invaluable.”
“ZPR do a great job. Whether it’s a straight forward business story or something a bit more colourful, they’re fast to respond & always on hand when I need a quick answer. They completely understand the ethos of their clients & are able to speak on their behalf professionally & with intelligence. ZPR understands the needs of Retail Week & pitch the right kind of stories for our magazine.”
“ZPR are one of the best consumer
agencies operating in retail today.
They know their clients and know what
journalists need. You cannot ask for
“Zaria and her team have good news sense & are always willing to go the extra mile to make a story work. They always answer their phones and are aware of the pressures of deadlines and understand the stresses journalists face. As a result they pick their moments carefully to get in touch and will always make sure they pitch the right story to the right paper.”
“I’ve worked with ZPR now for the past 5 years – during my time as ambassador for B&Q and more recently on The Handmade Fair. Year on year I work with a variety of different PR companies that come and go, so it’s always a comfort when I walk in to a room and see Zaria and the team. I can relax knowing it will be a worthwhile event, well run and above all I know it will be time well spent for me. They know how hectic my diary gets, juggling a busy filming schedule, two sons, two stepsons and two homes and they are always brilliant at maximising the time I have for them.”
Since bringing ZPR on board we have seen a step change in the quality and relevance of our PR coverage which is helping to change the perception of our business. The team understand us, our business and our customers and are always coming up with new ideas when thrown a new challenge. Great to consider them part of the wider business team not just marketing.
“ZPR are a valued partner to Halfords and a real extension to our marketing team. Their talent, creativity and retail expertise has played a meaningful part in our journey to move from a heritage retailer to a brand that holds meaning in customers minds. I feel I’m in safe but ambitious hands with Zaria and her team.”