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:
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Low brand awareness among target media
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Limited inbound journalist requests
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Need to establish thought leadership in sustainability
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Competing against established brands in the eco-packaging space

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:
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Socialise the brand name and key messages with target media
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Leverage the company's natural news and "newsjack" relevant topics
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Position packaging, especially Cullen's solutions, as crucial to sustainability
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Build relationships with trade media and key journalists
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Elevate the profile of Cullen's CEO, David MacDonald

Execution
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Launched their latest innovation, the Fibre Bottle
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Built credibility through the halo effect of their partners, the NHS, McDonalds, etc
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Partnered with Sian Sutherland, media friendly high profile anti-plastic campaigner and founder of A Plastic Planet
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Conducted extensive media outreach, targeting 198 different journalists
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Utilised a mix of company news, industry insights, and newsjacking opportunities
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Arranged factory visits for key media, including Packaging News
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Positioned David MacDonald as a thought leader in eco-friendly packaging, as well as an emerging entrepreneurial talent
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Told the growth story of Cullen, to build excitement among its sales prospects
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Developed and pitched multiple story angles, including award recognitions and customer successes

Results
Media coverage
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119 pieces of coverage
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118,000,000 audience reach
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Quality of coverage
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From an unknown brand to high profile recognition on the BBC, in Reuters, Sifted from the FT, and more
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Secured placements in key industry publications such as Packaging News, Packaging Europe, and Sustainable Packaging News
Thought leadership
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Helped David MacDonald win multiple high profile entrepreneurial awards, including the UK EY Entrepreneur of the Year award
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Positioned Cullen as an expert voice on solutions to replace plastics globally at scale
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Business leads
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Played a significant role in supporting the sales process with new leads including M&S, Reckitt and Notpla
Share of voice
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Transformed Cullen's PR share of voice from 0-1% to 35.6%
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Cullen led share of voice among its top 5 competitors​


