Holland & Barrett: Free From

Holland & Barrett sought to publicise their pledge to become the UKs largest Free From retailer with its launch of the largest Free From food range available in the UK and the countrys first ever Free From concept store.

Using the results of consumer research with both those who suffer from allergies and those who don’t, to gauge our awareness of allergies in general and the intolerance of retailers/non-sufferers, we have been working in conjunction with PR agency Pegasus to maximise broadcast coverage around the announcement and store launch.

In addition to the consumer angle, the launch represented a notable business hook, with Holland & Barrett providing competition for the ‘big 4’ supermarkets with the planned roll out of larger stores across the UK. Pegasus provided us with key details on the expansion of Holland & Barrett as a business, the development of the free from range and the expected profits.

We tailored two broadcast advisories and had access to the CEO of Holland & Barrett; presenter and allergy sufferer Jameela Jamil; a spokesperson from Allergy UK and an additional case study.

Kicking off the day was a live interview on Jazz FM breakfast from their studio with case study Emma; a bid in from Sky Sunrise to come live from the new store with Jameela and CEO Peter live on Radio 4 You and Yours. In addition to this, several high reaching regional BBC and commercial radio interview opportunities were undertaken throughout the day including the likes of BBC Radio Tees; BBC Radio Lancashire; BFBS and Share Radio, amongst others.