CASE STUDY 3: OINK HOG ROAST SHOP, GRASSMARKET, EDINBURGH - A NEW TAKEOUT
CONCEPT FOR THE CAPITAL

Scotland Rugby Star Gavin Kerr is an Oink fan!

Brief: To promote through editorial in food and consumer sections of glossy magazines this new takeout concept for the Capital - hot freshly roasted pork in a roll - a delicious alternative to beef, affordable and tasty. To spread awareness to the consumer that you could have hog roast in this way and that hog roasts were not just for large functions etc roasted on a spit, that you could enjoy hog roast every day in a city centre location which was very convenient and had a bright and eye-catching interior.

Target publications: Edinburgh Evening News; food sections in Scotsman, Herald; Sunday Times Scotland; upmarket magazines such as The List; I-on Edinburgh; Homes and Interiors Scotland; Homeplus Scotland; Scottish Field.

Advantage PR prepared a Press Pack on the Oink concept; what and where was the shop; background on the two farmers behind the business; their vision for the shop; choice of location etc. I included popular pork recipes and talked about their method of cooking a hog roast in a tray not on a spit. This was backed up by superb product shots with the aim of attracting attention from food writers.

The delicious Hog Roast is tempting Edinburgh tastebuds!

In association with Bright Light Marketing a launch event was held to officially open the Oink shop with Edinburgh rugby player Gavin Kerr coming along for photographs with the staff and owners. Food journalists were also invited to sample the product with Gaby Soutar from The Scotsman Weekend Magazine in attendance.

As well as food profile pieces in the magazines already listed, Oink received local coverage in the Edinburgh Evening News; a radio interview on Talk 106 and a shop review by renowned food writer Joanna Blythman, ensuring that the people of Edinburgh knew where to go for a different taste
experience!