Back to case studies

Peter’s Yard

Who:

Peter’s Yard is an award-winning bakery company making exceptionally good, Swedish-inspired crispbread here in the UK. Made using traditional Swedish recipes and all-natural ingredients, the authentic crispbreads are high in fibre, free from anything artificial and use wholewheat flours, fresh milk, honey and naturally fermenting sourdough that is allowed to ferment for 16 hours before each batch is made. Peter’s Yard offer a variety of crispbread and pack sizes so there is a crispbread to suit every eating occasion. The combination of their light, crisp texture and simple, high quality ingredients make them the perfect partner for any topping and the natural choice for cheese.

Peter’s Yard is stocked in over 2000 independent delicatessens, cheese shops, specialist shops and farm shops and also available in Waitrose, Ocado, Booths, Sainsbury and Whole Food Market. The crispbreads are served in some of the best restaurants in the UK. Peter’s Yard’s original crispbread attained 3 Gold Stars at the Great Taste Awards 2015. The Original crispbread was also listed as a Great Taste Top 50 Food and named by judges as “the best biscuit for cheese out there”. UK speciality retailers named Peter’s Yard as their Best Biscuit Brand for 2015-16 and 2016-17 (in a survey compiled by the Guild of Fine Food Retailers).

What:

Splat Marketing & PR provided trade and consumer PR for Peter’s Yard.

Why:

Peter’s Yard needed to establish their brand in the UK speciality trade and raise brand awareness with target consumers.  

How:

Initially, a media plan was agreed which concentrated on building brand awareness with the speciality retail trade. Over time and once the brand had become more established in the UK speciality areana, this evolved to incorporate the wholesale and foodservice sector as well as a consumer-focused PR campaign. Particular focus was made to Christmas PR campaigns, an important time of year for food brands. Splat PR arranged press desk visits, attendance at Christmas in July press events, product sampling etc. 

Press coverage was achieved in a wide variety of media titles ranging from product positioning to feature-led and opinion pieces. Examples of the media titles include: 

  • Woman & Home
  • Ideal Home
  • Olive
  • Great British Food
  • Eat In
  • Waitrose Food
  • Financial Times
  • Daily Express
  • Daily Mail
  • Telegraph Magazine 
  • Trade PR titles such as Speciality Food, Fine Food Digest, Delicatessen, Supper

Back to case studies