Firetree

Launching the UK’s new super-premium
chocolate brand

June 2019 saw Mercury announce the launch of Firetree’s single-estate, volcanic chocolate range. Since the launch, we have developed a number of media stories using Firetree’s USPs, securing coverage in numerous broadsheet and luxury lifestyle titles – plus delivering podcast opportunities.

Due to the coverage we have achieved for them, Firetree have enjoyed a very tangible spike in sales, for example, their tasting box was covered prominently in the Observer in December 2020, which led to an 88% increase in sales and it becoming the top selling product on the website.

Mercury has also been able to support Firtree with their investment (and crowdfunding) journey, by securing coverage in the most relevant business titles, and making introductions to potential investors.

At our suggestion, an influencer programme was devised, including men’s style influencer Louis Nicolas Darbon (with 249k followers), through to popular wellbeing personality, Liz Earle, who became involved with direct Firetree sales, by utilising her engaging Instagram story content.

Partnerships are a key focus for Firetree, in order to access a diverse array of potential new clients through collaborations – for example an Amex event with Remy Cointreau and Swiss luxury watch manufacturer Blancpain, designer boutique Rixo VIP event, and a pop-up chocolate event at Christie’s Lates.

“Firetree has been working with Mercury Communications for 2 years on the development and launch of our super premium Rich Volcanic Chocolate brand. As a start-up we were not looking for just a third-party PR agency but rather an agency that would be part of the team and help us with much more than media relations. Mercury have been enormously responsive to this, they are very much part of the team and in addition to media management have assisted with brand partnerships, influencer management ongoing advice and creativity. Above all, we enjoy working with them.”

Martin Frost, Non-Executive Chairman at Firetree

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