2020’s Final PR Diary
- social media
It’s safe to say 2020 was a challenging year and the run-up to Christmas was not what it usually is (no awards ceremonies, parties, garish office decorations or novelty sandwiches), but we still got in to the festive spirit with a Christmas campaign or two. Read on to find out how we rounded off the year with some fabulous work…
A Taste of Colour
To celebrate long-standing client Stoves’ new Colour Boutique collection we undertook consumer research to find out more about how the colour of food affects what we eat and how it makes us feel. The research showed (maybe unsurprisingly) us Brits love a bit of beige food, so to encourage people to brighten their plates and their outlook we worked with the experts at Stoves to create vibrant recipes in weird and wonderful hues (that match the Colour Boutique cookers). Our research story generated plenty of branded coverage, including 8 nationals, 35 pieces of broadcast coverage, 35 regional articles and 31 pieces of recipe coverage.
Taking care of each other
We teamed up with NHS Leeds CCG to deliver an important public health campaign encouraging over-60s to stay safe, active and connected this winter. The campaign is aimed encouraging over-60s (who are at a greater risk from COVID-19) to reduce physical contact with others whilst looking after their physical and mental health. We created digital, print and out of home assets as well as materials for local employers and people who work in vulnerable people’s homes. As well as creating messaging and artwork, Umpf managed media strategy and buying.
If you have loved ones, friends or neighbours who are over 60, find out more about how you can help keep them safe, connected and active this winter by visiting https://t.co/Bebwzab5rd pic.twitter.com/xgz4FmaUt2
— NHS in Leeds (@nhsleeds) December 8, 2020
Storming soup season
Working with Morphy Richards to own the conversation around soup from Halloween into winter, we worked with MasterChef: The Professionals finalist Matt Healy to re-create some of the most indulgent and luxurious soups from the UK’s top restaurants. Bundled into a free downloadable recipe book, the Soups of the Day were re-creations of 10 of the most impressive soup recipes for food fans to enjoy from the comfort of their own home.
We supported with the chef partnership, photography, videography, recipe book design, PR and paid social management. And with engagement rates of 16.7% on Instagram and 6.5% Facebook, and a whopping 47 pieces of coverage, it’s safe to say we ended the year on a soup-scented high!
Back Inside The Factory
It was great to see our client Harrison Spinks back on primetime BBC last month when Inside The Factory: Mattresses aired for a second time.
We pitched Harrison Spinks and its amazing mattresses into the production company back in March 2018, resulting in the hour-long episode first airing in August last year.
Gregg Wallace and Cherry Healy gained access to Harrison Spinks’ state-of-the-art factory which makes 600 comfy beds every day. Following the production of pocket sprung mattresses from the arrival of hard steel right through to soft bedding heading out of dispatch, Gregg learnt how lengths of metal are stretched into thin wire and coiled into springs which are placed into individual pockets, and how the mattresses are designed to wick away moisture from our bodies with the help of natural fibres like hemp and wool.
Sprouts trump stuffing and Yorkshire puds
Who knew the nation would pick Brussels sprouts over stuffing or Yorkshire puds? But that’s just what some festive research from Morphy Richards has unveiled. 38% consider the controversial veg to be their favourite part of Christmas dinner!
And with thirteen national print and online clippings, we’re obviously not the only ones that were shocked. The content driven campaign was designed to support Morphy’s new Mico range of microwave cookware that can be used to cook elements of your Christmas dinner, and also included recipe creation, photography and video. Take a look here.
TikTok for mental health
Our final campaign to launch in 2020 was for NHS Leeds’ MindMate website, a service which supports young people in the region with their mental health and wellbeing. For our social media campaign – which ran across TikTok, Snapchat and Instagram – we worked with Leeds TikTok star Yammy to promote a signposting service for young people, enabling them to access support services during Christmas and into the New Year.
Ending on a high
Back in November we were delighted to be awarded Stunt of the Year at the Creative Moment awards. Our Bielsa Way campaign for Trinity Leeds beat off some very tough competition to scoop the gong. Read the full case study here.
PR Stunt of the Year 2020.
Lovely addition to the Umpf trophy cabinet. Once we’re back in the office, we’ll probably place it just near our, er, PR Stunt of the Year 2019 and our PR Stunt of the Year 2018 awards🤤 pic.twitter.com/c672PJctKZ
— Umpf (@Umpf) November 13, 2020
If you like the sound of what we do, get in touch via email@example.com
Happy New Year!