CyclingVeg

Sparking serious buzz for CyclingVeg,

Recently, I’ve been researching box subscription services for work and discovered you guys.

I think it’s an absolutely fantastic idea. I love how you’ve built a genuinely sustainable business. Using cyclists to deliver veg is just plain genius!

In my spare time I work on extra projects that I’m passionate about. I’ve already worked with Lola’s Cupcakes, a now well-established cupcake chain….

…Cookery School, a long-established London-based cooking school located on Little Portland Street

…and St. Martins Coffee Shop, great little coffee shop that’s just opened in my home town, Leicester.

I do all extra work for free – all I ask for is a written reference.

Why do I do it? I love working with independent businesses. They are more forward-thinking and agile.

I think your business idea is fantastic but upon surfing the net and asking around, I can’t believe that you guys aren’t more well-known. I think that this isn’t right and needs be changed.

As such, I’ve come up with a communications idea which I believe will massively raise your brand awareness.

The idea is simply this: how about dressing up all your delivery cyclists as vegetables for the day?

Every delivery cyclist would also be branded with both the CyclingVeg logo and the motto: The Veg That Comes To You.

It’s great because the idea literally encapsulates both your brand name and the essence of your service: you’re called The CyclingVeg and you deliver veg to peoples doors.

However, more importantly, it does this in a really fun, surprising and daring way.

Just think of the surprise, talk and intrigue it will create when London witnesses this surreal spectacle without warning.

Think of the ripple of exposure that will be created when hundreds of onlookers capture the moment on their phones and share it with their friends online.

Or when you’re mentioned in the London Evening Standard or any of the hundreds of London based media sources the next day!

Importantly, you would maximise the exposure and media interest that this event would create though a number of ways:

On the day, during the event, you would use social media to amplify it. This could be done could be by responding to any posts about the event and directing them to your website to learn more. How about cheekily writing on the TfL’s twitter page assuring them “not to worry about the veg on the road today.”

In turn, you would send press releases equipped with high quality photos and film in order to quickly spread the word to relevant media sources, as well as respond to their interest. Also draw upon your established media contacts and relationships.

Arguably, the limitation of this idea is that it doesn’t communicate your whole brand story; particularly your belief in the need of the sustainable production and delivery of fresh produce. However, for me, this story is too just long for your introduction to the public. Besides, your fundamental value to the public is ultimately the service you provide.

The beauty of this idea is that it acts as the attention-grabber; the starting point for a conversation about what CyclingVeg. The media platform this stunt should bring will be the perfect opportunity for you to talk about your sustainable food model.

With a great idea and a great media exposure plan, get ready to inspire London!

Thanks for taking the time to read this.

If you like the idea, and would like to discuss it further, please feel free to

get in touch.

edwardrobertbeasley@hotmail.co.uk