The Customer 

Suffolk based Slate Cheese is a specialist cheese retailer and delicatessen with shops located in Aldeburgh and Southwold, Suffolk. They also sell directly via their website which enables nationwide delivery of their delicious and carefully curated range of British and European artisan cheeses and accompaniments.



The Challenge

Slate wanted to raise awareness of their brand in the run up to Christmas 2021, to capitalise on this important buying window.

They have two product offerings that they wanted to focus on to drive sales.

  • Gifting and Cheese Club monthly subscription
  • Seasonal entertaining

The objective was to become regarded as a national brand, rather than a regional specialist retailer, using these product offerings as leverage.


What We Did

Created a PR and influencer programme early in the year to engage with core media. We also prepared an influencer reach out and email marketing campaign.  Driving traffic to the web shop was a number one objective.

Some national consumer journalists plan their Christmas content in July therefore we activated a dedicated PR programme in line with the requirements of both long-lead and shorter-lead media titles. We also created an influencer reach out programme.

Our approach included:

  • Press release content supported by appropriate lifestyle photography
  • A staggered approach to a wide range of media titles
  • Critical Christmas gifting suggestion issues
  • National competitions with influential media
  • Influencer reach outs
  • Email marketing also : a monthly landing page competition to grow the consumer database

Trade media relations complemented the consumer programme, underpinning Slate’s industry-leadership credentials. This included nominating Slate as one of 2022’s most inspirational cheese retailers for Speciality Magazine’s Food guide.

The Results


Editorial coverage across a cross-section of media spanning regional and national titles including a number of hard-hitting publications (insert mastheads of Good Housekeeping, Spectator, UK Mums TV, Speciality Food, Shropshire Star and The Grocer

Total coverage delivered equates to a reach of well over 10 million (11,501, 138), and an estimated PR value of £53,795 - against a spend of £2,200

Grew the email marketing database by recruiting an additional 3,133 engaged subscribers


Slate Cheese

“Working with The Food Marketing Experts has been a great experience. The team is enthusiastic and proactive. Their industry and media contacts have proved hugely beneficial to Slate. Having The Food Marketing Experts on board in the run-up to Christmas helped us to raise brand awareness during this critical sales period and has happily delivered a wonderful return on investment. We’re a small business currently not in a position to retain an agency year-round but I’d highly recommend talking to the team if you are looking to give your sales a real push!”
Owner, Slate Cheese


Our Services At A Glance

  • PR
  • Influencer engagement

  • Database additions
  • Media relations