Case Study: Milk link
part of Chime Communications plc
The Bell Pottinger Group: what could we do for you?
Objective – to win support for Milk Link’s business strategy to become the UK’s leading integrated dairy business through over £100 million of acquisitions processing facilities
Who did we need to speak to?
• Milk Link’s membership, key opinion leaders, major multiples and food manufacturers
What was the story?
• Milk Link is securing a sustainable future for the UK’s dairy farmers industry through investment in added value processing
How was it told?
• Integrated programme of media relations and stakeholder engagement through key trade media including grocery and farming press to ensure that Milk Link’s core messages and business strategy is relayed to and understood by all its audiences
Result: operating profit up 73 per cent to £18.5 million; turnover up 66 per cent year on year to £651 million. Membership survey shows general understanding of the business strategy and overwhelming support. Increase in positive news coverage year on year plus increased listings for Milk Link’s own innovative brand moo milk in most major retailers.
Who did we need to speak to?
• Milk Link’s membership, key opinion leaders, major multiples and food manufacturers
What was the story?
• Milk Link is securing a sustainable future for the UK’s dairy farmers industry through investment in added value processing
How was it told?
• Integrated programme of media relations and stakeholder engagement through key trade media including grocery and farming press to ensure that Milk Link’s core messages and business strategy is relayed to and understood by all its audiences
Result: operating profit up 73 per cent to £18.5 million; turnover up 66 per cent year on year to £651 million. Membership survey shows general understanding of the business strategy and overwhelming support. Increase in positive news coverage year on year plus increased listings for Milk Link’s own innovative brand moo milk in most major retailers.
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