Yellowwedge Cheese: Using Content to Increase Coverage
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“Best New Deli” Wants To Share The News
Yellowwedge Cheese in the UK, opened its doors in 2007. Since that time the small, but perfectly formed, specialist cheese emporium has gone from strength to strength. Offering artisan cheese, pickles, chutneys and biscuits from the UK and around the world; its sumptuous selection of foods and accoutrements has become a firm favorite for a discerning clientele.
Having established an enviable reputation in a relatively short space of time, the good fortune and credibility of this fabulous delicatessen was further endorsed when it scooped the top gong for ‘Best New Deli’ at the British Cheese Awards 2008. A real coup for the company, owner David Harries was thrilled as judges commended Yellowwedge Cheese on its “extensive range of cheese, fresh approach to retailing and frequent, clever promotional activity.” Also highlighted was its “knowledge of how cheese should be kept, served and packaged” which, according to the judges, “complemented the stores often ‘funky’ approach to attracting customers’ attention.” To receive such meteoric praise from the industry was impressive to say the least and if used effectively could further support the increasing popularity of the store and its growth.
“Winning the award was such a huge achievement and firmly stamped our mark on the industry,” explains David. “It was natural for us to want to shout our success from the roof-tops but for once, we were a little stumped at how to go about getting the message out there.”
Time was of the essence and with a finite budget, David called in the experts to see how best to capitalize on his latest achievement and get the biggest bang for his buck! Drafting the news release was one thing but the team explained to David that by using PRWeb, they would not only be targeting journalists but could use their news release service to distribute the news direct to consumers as well via Internet news sites such as Google and Yahoo!. In addition, the control that Yellowwedge Cheese would gain from using the system would enable quotes and content of news releases to be formatted in a way that would generate maximum coverage and thereby reaching a significantly wider audience.
“The PRWeb team has been extremely helpful in steering our thought process,” continues David, “which has enabled us to choose the most cost effective route. The results have been phenomenal and really speak for themselves.”
Top-Tier National Print and Broadcast Coverage
In one hit, Yellowwedge Cheese has received unprecedented interest both from the media and customers. Coverage in national, regional and local press and broadcast has catapulted the Yellowwedge Cheese brand, culture of the store and team into a new stratosphere.
“The interest has been fantastic,” explains David. “We’ve had coverage in The Evening Standard, Daily Mail, Daily Telegraph, The Richmond & Twickenham Times and even The Grocer. We were even invited to take part in an hour long programme on LBC and Smooth Radio. And it hasn’t stopped there, we’ve had women’s, life style and food magazines ask to contact us again next year once we have our nationwide online selling capability up and running.
“The power of PRWeb is really quite amazing. And we’ve achieved all this at a very affordable cost. It’s as if we had our very own PR department!”
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