BritishTrout Association

case study

client profile

British Trout Association

British Trout Association (BTA) is the representative body for the UK trout industry.

BTA work towards providing a legislative framework for the industry, support research and development, and promoting trout. The BTA has over 80 members and represents over 90% of UK trout production.

{David Bassett}Chief Executive, British Trout Association

“We want to put trout back on the menu, raise the profile of our members throughout the country and address the issues that matter to the trout production industry.”

our brief

BIG promotes the work of the BTA and its members in both trade and consumer markets. The two tier campaign communicates the BTA’s stance on industry issues to sector media, whilst also promoting the consumption of British trout to lifestyle press.

what we did

BIG’s extensive links with lifestyle press ensure that the BTA is positioned as a reliable and innovative source of healthy eating advice, recipes and ideas

Collating suitable recipes and corresponding photography from within the BTA archive, BIG re-packages these and identifies seasonal news angles to hook themed press releases around

what we did

BIG monitors relevant health study announcements and issues newsworthy releases to target UK national health and lifestyle titles, reinforcing the BTA’s role as a key industry authority.

Targeting trade titles in the catering/hospitality sector, BIG highlights the benefits of including trout on restaurant menus, boosting the profile of the BTA in the process.

what we did

BIG works with the BTA to support members on an individual basis, liaising directly with members to tailor activity to their needs and secure coverage in their individual regions.

end result

From February 2009 to December 2011, BIG has generated over 120 pieces of consumer coverage, and over 30 pieces of trade coverage with an audience reach of over 11 million.

BIG promoted BTA as a key industry voice, and thus trade/sector coverage was gained across platforms including The Grocer, NFU Magazine and Trout Fisherman.

BIG secured BTA coverage in consumer platforms such as Hello! and BBC Good Food, as well as various newspapers including the The Sun, The Sunday Post, and the Press & Journal.

testimonial

{David Bassett}Chief Executive, British Trout Association

“As an organisation with very limited means, both in terms of staff and budget, we find it invaluable to have the resources, advice and back up afforded to us by an agency with the background and experience of The BIG Partnership”

Glasgow

The BIG Partnership5 Park Circus PlaceGlasgow G3 6AH

0141 333 9585

Edinburgh

The BIG Partnership4th Floor, Venue Studios21 Calton RoadEdinburgh, EH8 8DL

0131 557 5252

Aberdeen

The BIG Partnership11 Thistle PlaceAberdeen AB10 1UZ

01224 615000

Liverpool

The BIG PartnershipSuite 620, The Plaza100 Old Hall StreetLiverpool L3 9QJ

0151 600 5126

www.bigpartnership.co.uk info@bigpartnership.co.uk

Fife

The BIG Partnership36-40 High StreetKirkcaldy KY1 1LU

01592 643200