187 editorial outputs across 42 publications delivering a reach of over 5 million

The Aberdeen-Angus Cattle Society logo

Deliverables: 
Editorial, Marketing collateral, Social media consultancy

The client

The Aberdeen-Angus Cattle Society is the leading UK beef breed membership society.

Client goals

To position Aberdeen-Angus as the number one sustainable beef breed in the UK.

  • Evidence Aberdeen-Angus as being the number one beef breed
  • Showcase how Aberdeen-Angus genetics transform sustainably for sucklers, beef finishing and beef on dairy
  • Cultivate a thought leadership profile on the big issues

What we delivered

A concerted media campaign included proactive and reactive responses to balance the news agenda and used evidence to back-up claims. This demanded fast turnaround news-jacking and media liaison. PR was bolstered with social media consultancy, the production of membership collateral and event support.

  • Media office
  • Farmer case-study stories
  • News-jacking
  • Content marketing
  • Produce and publish member journal
  • Event support
  • Paid social campaigns
  • Print advert campaign
Pinstone Aberdeen Angus team
Hannah Lloyd Pinstone storytelling through PR

The results achieved

  • Press coverage spanning 42 publications from 107 outputs
  • > 5 million media reach
  • 26 farmer case-studies
  • Two brochures
  • Membership publication produced annually
  • 78k impressions
  • 48k post engagements

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