THE HAPPY PEAR

A strategic PR and marketing campaign to bring The Happy Pear’s plant-based power from Ireland to the UK

PR | EVENTS | AWARDS | STRATEGY | BRAND PARTNERSHIPS

The Client

The Happy Pear is a twenty-year-old brand established by Dave and Steve Flynn, the Irish twins, who have made it their mission to encourage people to eat more veg. They’ve created 6 cookbooks, 100K+ online course participants, 700+ recipes, over 2 MILLION social followers, and award-winning products beloved in Ireland.

But the UK? That was a whole new market.

The Mission

To launch and promote The Happy Pear’s product range in the UK which included support with sourcing suitable listings and distributors. In addition The Happy Pear tasked The Food Marketing Experts with promoting their latest cookbook, The Happy Pear 20, which celebrates 20 years in the industry via PR, book tour and events.

What we did

Identified and shared new routes to the retail market
Contributed to securing Ocado listing (major win!)
Cotswold Fayre listing
Connected with suitable distributors nationwide
Secured cooking demo slots at Ideal Home Christmas and Plant Based World Expo
Negotiated FREE stand space at both events (for product/book sales)
Arranged appearances at Speciality & Fine Food Fair
Secured demonstration opportunities at Good Food Show
Organised a comprehensive UK book tour across multiple locations
Entered products for trade and consumer food awards
Secured Veg Power brand ambassador status
Landed numerous Virgin Radio slots
Established regular columns with key consumer magazines
Created compelling news content for trade and consumer media
Secured broadcast, print, digital, and podcast coverage
Influencer outreach to support Ocado launch
Database collaborations to fuel growth
Supported Happy Pear brand collaboration partnerships
Positioned as go-to plant-based authority

What we delivered

UK retail strategy and listing acquisition
Distributor identification and connections
Trade show presence (space negotiation and demos)
UK-wide book tour organisation
Awards programme management
Media relations (broadcast, print, digital, podcast)
Influencer outreach campaigns
Brand partnership support
Regular column placements
Brand ambassador acquisition
Database collaboration strategy
Event demonstration coordination

THE RESULTS IN NUMBERS

£ PR Value

Impressions

Major Listings

Ocado

Cotswold Fayre

“We’ve yet to come across another consultancy that is able to provide such a broad portfolio of services, specifically developed to cater for the food and drink sector.”

We have been working with the team at The Food Marketing Experts for the last 24 months and we have to say, We are delighted with the fantastic results that are consistently being delivered – on a weekly basis! We particularly impressed with the team’s comprehensive knowledge of the food industry, which includes a superb network of contacts to aid the sales and distribution of products into the UK market. We’ve yet to come across another consultancy that is able to provide such a broad portfolio of services, specifically developed to cater for the food and drink sector. The Food Marketing Experts has helped raise awareness of The Happy Pear, both generically in terms of the brand itself as well as for the latest cookbook and portfolio of products being rolled out for UK consumers. Very happy to recommend!