Craftsmanship and ‘Made in Britain’ Quality Case Study

Headline results:

  • Five pieces of high quality national television and radio coverage secured
  • Over 60 quality articles across national, regional and online media
  • Full page picture-led article in the Financial Times
  • 10 direct requests for interview/comment from key journalists
  • 59% increase in online and social media visits and engagement.

The challenge:

David Nieper’s national Made in Britain PR campaign for 2012 was a great success, achieving extensive TV, radio, print and online coverage. We wanted to keep up the momentum for 2013, but needed to create a fresh focus for the campaign in order to ensure that David Nieper remained front-of-mind. Our challenge was to:

  • Continue to position David Nieper at the heart of the now-saturated Made in Britain’ debate and maintain its share of voice
  • Capitalise on existing relationships with key journalists and influencers, positioning David Nieper as the ‘go to’ British manufacturer for interview or comment
  • Develop relationships with new media contacts, sharing the David Nieper story with fresh audiences
  • Boost brand awareness amongst customers, consumers, local people and potential staff.

What we did:

  • Developed new talking points, focusing on craftsmanship, British quality and skills
  • Drafted and distributed issue-based, timely press releases with accompanying photography, throughout the year
  • Created two mini-campaigns around the company’s work around the manufacturing skills and craftsmanship issues
  • Secured five high-level visits and tours of the factory, resulting in feature interviews
  • Secured and coordinated three media visits, including TV and radio
  • Piggybacked on relevant issues and opportunities
  • Pitched in-depth articles and features
  • Developed an online press room and to improve online presence, drive traffic and organic media interest in the company
  • Launched a brand new blog, ensuring fresh, regular content around key talking points.


Want to know more?

Contact Ellen at Nellie PR at or give us a call on 01392 927746 we would love to hear from you. You can also see more Nellie PR case studies.

The credits

Client: David Nieper

Agency: Nellie PR

Campaign: David Nieper – skills, craftsmanship and British quality

Timeline: January-December 2013

Services: Sustained, fully integrated PR campaign utilising public relations, media relations, newsworthy content, online PR, video, social media, virtual newsroom

 Photo Used: © David Nieper