MyDish – Culture and Innovation PR Case Study

MyDish is a food website dedicated to preserving Britain’s best loved family recipes and cooking memories.

Client Objectives

• To raise their profile in the UK as the place to go for sharing recipes.
• To drive the number of people viewing their website and signing up.
• To drive sales of their personalised MyDish.co.uk recipe book.

Strategy and Implementation

Among the tactics we have used include:

• Establishing ‘fee free’ celebrity endorsements. Among new MyDish celebs include Kenny Logan, Gabby Logan, Jonathan Ansell, Claire Young, Chico, Kate Silverton and Mel C.
• Driving brand recognition through competitions and targeting gift pages.
• Pushing for profile features on MyDish owner Carol Savage.
• Creating MyDish books to link in with topical events such as the Credit Cruch and National Curry Week.
• Commissioning a YouGov survey

Results

• In the first three months of working for MyDish we achieved 17 hits in national newspapers and magazine.
• We have achieved 10 big regional hits including ‘advert-like’ celebrity endorsements from Jonathan Ansell, Kenny Logan, Gabby Logan and Claire Young.
• More than doubled unique users for MyDish.co.uk.

Press Coverage