Create a dedicated PR campaign to launch Lefrik in the UK driving retail customer interest and increasing brand awareness.
Hayley Newnham PR developed an editorial campaign for Spanish brand, Lefrik, that raised awareness of its eco-friendly product offering of urban bags, backpacks and travel essentials for men and women. Founded in Madrid in 2012, Lefrik moved into the UK market in July 2018 with a PETA-Approved Vegan collection made from recycled plastic PET bottles.
Placing Lefrik items in the hands of key media contacts and influencers, Hayley Newnham PR facilitated in-depth reviews and product testing to increase brand visibility and drive quality press coverage. The brand was also positioned in travel, lifestyle and national media titles for product placement opportunities and Christmas gift guides.
The campaign generated press coverage in top tier titles including The Times, The Daily Telegraph, The Guardian, Independent, S Magazine, National Geographic Traveller, Escapism, Cosmopolitan, Men’s Fitness and Health & Fitness. The initial project generated a media value of £350K with a combined print and online reach of 17 million.