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Case study:
B2B/Corporate

Case Study: making Cullen's eco-innovations believable and buyable by healthcare, retail and FMCG giants

Challenge

Cullen Eco Packaging, a leader in sustainable packaging solutions, faced several challenges in a competitive market:

  • Low brand awareness among target media

  • Limited inbound journalist requests

  • Need to establish thought leadership in sustainability

  • Competing against established brands in the eco-packaging space

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Strategy

In a world of misleading eco launches, Cullen wanted to focus on 'solutions not stunts'. PR would do likewise, avoiding high risk activity and focusing on under-promising and over-delivering.  

 

ArrowEye PR developed a proactive press office strategy to:

  1. Socialise the brand name and key messages with target media

  2. Leverage the company's natural news and "newsjack" relevant topics

  3. Position packaging, especially Cullen's solutions, as crucial to sustainability

  4. Build relationships with trade media and key journalists

  5. Elevate the profile of Cullen's CEO, David MacDonald

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Execution

  • Launched their latest innovation, the Fibre Bottle

  • Built credibility through the halo effect of their partners, the NHS, McDonalds, etc

  • Partnered with Sian Sutherland, media friendly high profile anti-plastic campaigner and founder of A Plastic Planet

  • Conducted extensive media outreach, targeting 198 different journalists

  • Utilised a mix of company news, industry insights, and newsjacking opportunities

  • Arranged factory visits for key media, including Packaging News

  • Positioned David MacDonald as a thought leader in eco-friendly packaging, as well as an emerging entrepreneurial talent

  • Told the growth story of Cullen, to build excitement among its sales prospects 

  • Developed and pitched multiple story angles, including award recognitions and customer successes

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Results

Media coverage

  • 119 pieces of coverage

  • 118,000,000 audience reach

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Quality of coverage

  • From an unknown brand to high profile recognition on the BBC, in Reuters, Sifted from the FT, and more

  • Secured placements in key industry publications such as Packaging News, Packaging Europe, and Sustainable Packaging News

 

Thought leadership

  • Helped David MacDonald win multiple high profile entrepreneurial awards, including the UK EY Entrepreneur of the Year award

  • Positioned Cullen as an expert voice on solutions to replace plastics globally at scale

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Business leads

  • Played a significant role in supporting the sales process with new leads including M&S, Reckitt and Notpla

 

Share of voice

  • Transformed Cullen's PR share of voice from 0-1% to 35.6%

  • Cullen led share of voice among its top 5 competitors​

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