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Roythornes is a successful and ambitious law firm with an established reputation as a leader in the agricultural sector The firm made the strategic decision to target the food manufacturing market. As an acknowledged specialist in food and drink, Pelican Communications was chosen to help create profile, raise brand awareness and position Roythornes as a leading voice in the sector.

Roythornes Solicitors (food and drink team)

Professional Services

Friday, January 13, 2017

Agency: Pelican Communications

The Challenge

The key challange was to make the industry aware of the law firm's specialist food and drink team and how it could help food manufacturers.

The food market is huge so rather than try and target every part of the industry Pelican, working with Roythornes' in-house marketing team established a two-pronged strategy. Firstly, we split the market into small, manageable segments, creating alliances with key organisations to expand Roythornes’ reputation and create an effective business network. Secondly, we worked to boost their food sector profile through an integrated communications campaign of contnet and media relations.

The Solution

The campaign featured a number of co-ordinated communications elements including:

  • Extensive media relations work
  • The development of an informative e-newsletter
  • The launch of a dedicated food Twitter account
  • Organising events, networking groups, seminars and conferences
  • The development of printed materials and insight reports, such as the annual social media survey
  • SEO activity
  • Blogs, and
  • Sponsorship of key events such as The City Food Lecture

The Results

From a standing start, Roythornes is now one of the leading advisors in the £75bn food and drink market. The campaign is directly linked to a significant amount of new income including a number of sizeable new clients. Brilliant results include:

• More than 80 pieces of coverage per year in key trade publications
• 4,000 plus subscribers to Roythornes’ food e-newsletter
• A 1,000 strong Twitter following
• A 100% satisfaction rate at the company’s food conference
• More than 100 delegates regularly attending key company eventsThe success of the campaign was recognised when it won Best Trade and B2B campaign at the Dare Awards 2016.
For more information on our work in the Food sector, follow this link: