Crown Partnership
Crown Partnership.
PR and internal comms that rebuilt profile and strengthened teams.
The brief.
In June 2021, Crown Partnership – one of the UK’s longest-standing catering groups –asked us to work across multiple brands in its portfolio, with a focus on Seasoned. The goal was to create a clear PR strategy with consistent messaging to help the business recover post-Covid and re-engage customers as events returned. Crown also wanted support with internal comms to boost staff engagement.
The strategy.
We built a PR plan that played to Seasoned’s strengths, from its award-winning food and events to its sustainability credentials. With our background as journalists, we secured coverage in The Caterer – a publication Crown had long struggled to break into – alongside regular features in other leading trade titles. Our proactive and reactive press releases created a steady drumbeat of visibility, positioning Seasoned as a forward-thinking brand leading the sector back to growth. At the same time, we worked with Crown’s internal comms team to shape messaging that kept employees informed and engaged.
The point.
The campaign gave Crown a consistent voice, clear direction and a stronger profile with target audiences. Regular trade coverage reinforced Seasoned’s reputation at some of London’s most prestigious venues, while improved internal comms strengthened the team from within. Beyond results in the press, Strand became a sounding board and partner for Crown’s own marketing team, helping younger staff develop and the business grow with sharper focus.
Testimonial.
“The scattergun approach we had previously now has got focus, it’s got direction and we’ve got a really clear voice going out to our target audiences – and we’re achieving some great visibility, which is really what we want to do.”
Charles Beer, Senior Partner
