HOW WE TURNED MELANIE SYKES INTO BRITAIN’S MOST FAMOUS REAL COFFEE AMBASSADOR

Make it happen Who knew that coffee came in a (tea-shaped) bag? Well the average Brit certainly didn’t.

That’s why UCC Coffee asked Brazen – as one of the PR industry’s leading food and drink PR agencies – to help educate and inform the nation about its new and innovative Lyons Coffee Bags. Which are just like teabags, but coffee!

What we did Brazen devised a high profile, fully integrated 12-month communications campaign to leverage all available channels to make Lyons Coffee Bags famous, using a combination of traditional food PR, social media, digital content creation and retail activation.

We signed up brand ambassador, celebrity and daytime TV host, Melanie Sykes to be the face of Lyons Coffee Bags, holding a media and blogger launch event in London to introduce her to titles including the Mail Online and Closer Magazine.

We staged a closed photoshoot starring Mel enjoying Lyons Coffee Bags throughout her day, as well as filming three content-rich videos, which were directed, shot and produced by the Brazen Live production team.

The videos were uploaded, shared and promoted across Lyons’ social media channels where over 140K fans watched the videos and engaged with the brand.

Screen time 16 national media hits including Mail Online, Closer, Hello, Daily Express, Daily Star and New magazine; PR & Social Reach of 945,603,679; 14 event mentions, 6 posts from Melanie Sykes (97K Instagram followers); 141K video views, 305K Facebook reach and 230 engagements; 5.2K Twitter impressions and 300+ engagements; 186 Instagram likes for posts around the partnership.