The Original Muck Boot Company has been developing and designing muck boots for over 15 years for its core markets of shooting, fishing, equestrian, gardening and agriculture. It approached us to help re-launch it in Europe and to develop two new markets - outdoors and lifestyle.
With a brief to re-launch and extend the Muck Boot, we developed a strategic marketing plan to underpin the process. We researched the existing marketplace, reviewed the attributues of the product and its competitors and considered target audiences for each country. With a new, more secure and informed position we were able to successfully establish an 'umbrella' campaign proposition from which the product's creative marketing and communication strategies could hang. Our PR tactics, both on page and digital, were more selectively targeted and included a significant amount of social media content.
We gained maximum exposure for the Original Muck Boot Company through the BBC's Autumn Watch programme , with product placement via Chris Packham the programme's presenter. We generated presence on 'The One Show' and 'The Paul O'Grady Show'. The national press ran hundreds of pages relating to the PR that we generated. This in turn helped to quadruple sales in the UK in one year.