LLORENTE & CUENCA - Media Relations Campaign

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Company: LLORENTE & CUENCA, Madrid, Spain
Company Description: LLORENTE & CUENCA is the leading communication, public affairs and reputation management firm in Spain, Portugal and Latin America. The team is integrated by 22 partners and more than 482 professionals who provide strategic communications consultancy services to companies in all business sectors targeting the Spanish- and Portuguese-speaking markets.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Media Relations

Nomination Title: Reopening of a new factory Nueva Bureba

Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

Campofrío is one of the most important meat companies in Europe and an emblematic brand in Spain. The relationship between LLORENTE & CUENCA and Campofrío started in 2014, when the company’s main factory in Burgos burned down. The brand was then facing a crisis that needed a solution. LLORENTE & CUENCA was contacted to lead Campofrío’s corporate communication.

At that moment we took the reins of their relationship with media and for the next 2 years we managed to turn a crisis into an opportunity by relaunching the brand and give repercussion to the rebuilding of a new factory Nueva Bureba; a project called “Project Phoenix”. It should be noted that prior to the fire, Campofrío’s corporate communication was barely developed. We established a strategy based on four pillars: commitment, credibility, risk management, and coordination of institutional relations.

LLORENTE & CUENCA developed a media positioning plan in order to communicate the main PR campaigns, corporate messages and institutional events that took place in the following years based on 3 strategic points:

JOURNALISTIC FOCUS: discard the most advertising and marketinian approaches and techniques to bet on a journalistic vision as well as adopting an emotional perspective that brought legitimacy to the result.

MEDIA MANAGEMENT PLAN: establish a friendly and long-term relationship with media - our main allies - and open our own channels of communication to control messages and disseminate our narrative.

REPUTATION RELEVANCE: raise awareness of Campofrío’s brand through PR and media actions.

Throughout 2016 LLORENTE & CUENCA produced more than 50 press releases, developed a spokesperson program for Campofrío’s top managers, organized interviews for Campofrío with Spain’s main media outlets and promoted key relationships with the company’s main interest communities: local and regional media, marketing, communication and innovation professionals as well as other journalists, citizens of Burgos and CSR actors. The overall objective was to keep media aware of our actions, tackle as well as control rumors and become the main source of information.

In a period of 2 years Campofrío went from nothing to everything. Using a series of news materials and clear messages we strengthened the voice of Campofrío and disseminated a coherent discourse. We managed to establish a relationship with the main media of the country and involve them in the process of rebuilding the factory as well as in all PR actions that were developed around this milestone. Project Phoenix produced more than 1.300 news about the new factory “Nueva Bureba” with an estimated audience of more than 528 million readers and an economic value of 7.5 million euros. The company has since achieved a higher reputation among the general public compared to its main competitors. According to Rep Track Spain 2016, Campofrío holds the 22nd position in the ranking. Among other brands, Campofrío has the best employee evaluation this last year. Thanks to the work of LLORENTE & CUENCA over the years and the success of the project, Campofrío has selected us as its communication agency for its 2017 strategic plan. As a new strategic pillar, Campofrío wants to continue improving its brand reputation, this time making its value chain much more transparent.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2016 (up to 150 words).

-Generate unpaid media coverage and raise awareness of the rebuilding of the new factory.
-LLORENTE & CUENCA developed a media relations plan.
-We tackled rumors, successfully managed media coverage and became the main source of information.
-A proactive role was taken in order to generate interesting content to our audience; a reactive role was played in order to immediately and effectively respond to media’s inquiries.
-The most important events that marked the campaign were the visits of His Majesty the King and President Mariano Rajoy to the factory. Both events generated vast media coverage on all sort of national news outlets, strengthening Campofrío’s message of commitment.
-The media engaged positively with the project, constantly reporting on the process and giving voice to Campofrío through interviews and reportages.
-Final outcome: More than 1.300 news. Estimated audience 528 million readers. Economic value of 7.5 million euros.