We decided that to maximise media exposure for Lake House Table we would build on the existing high profile of Ms Styler and her reputation for being passionate about life, and good food. To this end we built a variety of narratives to invigorate Ms Styler’s celebrity, opening up numerous opportunities for interviews and appearances on television and radio, which gave her the opportunity to publicise the brand name (named after her famous Wiltshire estate).

We targeted the food and catering media with information about the pure provenance of the ingredients, the welfare standards applied to the meat ingredients, and the recipes for the Lake House Table meals themselves, which also helped to generate positive coverage across all media.
• Sales of Lake House Table Kitchen suppers began to increase slowly but surely as the campaign got underway.

• From initially being available only in certain Waitrose stores, the brand was taken up and included on the menu available from the up-market Ocado grocery delivery service.

• Lake House Table was honoured by Compassion in World Farming and awarded the Good Chicken Award 2011 in recognition of the exceptional welfare standards associated with the chicken contained in the meals.

• Ms Styler was so delighted with the results of Hillgrove’s efforts that she has now hired the firm to promote her new weight loss Yoga iPhone app.