My Buddy Box is an eco-friendly alternative to plastic carrier bags.
We were contacted by the creator of My Buddy Box to write a press release announcing the launch of the product in time for the plastic bag tax being introduced in England. There were three target audiences identified for the press release: environmental groups, bloggers and female-focused magazines. This project was particularly challenging, given that the one release had to capture the imaginations of all three (very different) audiences.
After carrying out research into the three target audiences, we decided that the strongest angle would be an environmental one. The press release focused strongly on a problem/solution scenario with an emphasis on the impending timescale of the plastic bag tax being introduced in England. After some carefully-placed quotes and the mention of celebrity endorsements, the client was very pleased with the final release.
Here’s what the final press release looked like: