Cheesegeek is the UK’s first online cheesemonger that delivers British artisan cheeses directly to customers’ doors via a monthly subscription or to order. Almost all the cheese it sells is sourced from independent UK cheese makers, delivered in chilled packaging to keep it fresh.

The company was founded by Edward Hancock in 2017, after he spotted a gap in the £3.2bn British cheese market for a brand-new offering which harnessed the power of digital technology to connect artisan cheese makers across Britain directly with consumers.

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Brandwood Clinic is the world’s leading specialist in Scalp Micropigmentation — sometimes known as hair tattooing — a pioneering, non-invasive treatment that uses a fine needle to plant tiny dots of ink into the skin, imitating the look of short hair follicles and realistically replicating the appearance of natural hair growth. It helps to restore confidence and self-esteem for men and women, who are unhappy with their hair loss.

The company — which was co-founded by Simon Lane and is based in Birmingham — has treated more than 1,500 patients from across the UK and worldwide including Argentina, Australia and USA.

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The Hampton Medical App is a new smart phone app that for the first time allows pregnant women to safely monitor their blood pressure at home instead of going to hospital. Created by obstetricians from St George’s hospital in South London, it is being used by a number of leading NHS hospitals and thousands of pregnant women across the UK.  In 2017 the Hampton Medical app was selected to join the NHS Innovation Accelerator programme, which is supported by NHS England, Academic Health Science Networks, and University College London Partners. It is already being recognised within the industry —  it was a HSJ Innovation Award Winner and the BMJ Innovation Award Finalist for 2017/18.

 

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Asma Khalil is a Professor of Obstetrics and Maternal-Fetal Medicine at St George’s University Hospital (University of London). She is a subspecialist in Maternal and Fetal Medicine, specialising in scanning women and babies with complications in pregnancy.  As well as working within the NHS she offers expert private healthcare in London, both on Harley Street and at The Portland hospital.

In 2017 she founded Trakka Medical Limited, a British health-tech firm creating innovative smart phone apps for people to monitor chronic medical conditions like pre-eclampsia, diabetes and heart disease from the comfort of their own homes.

Its first product — the Hampton Medical App — allows pregnant women to safely monitor their blood pressure at home, rather than the current method where they have to visit a hospital.

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Overview

Healthy.io is a healthtech company, working in partnership with the NHS, which has created a series of apps that transform an ordinary mobile phone camera into a diagnostic medical scanner, allowing people to screen for potentially serious conditions such as chronic kidney disease or urinary tract infections without leaving their home — something which was especially important during lockdown. Its technology is being used around the world, simplifying medical care and empowering patients to play a bigger role in managing their own conditions.

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Overview

Former Confused.com founder Sara Murray wanted her GPS tracking technology brand Buddi to gain traction in consumer, business and tech media.  The company is now firmly established as a world leader in its field, and Sara Murray is one of the best-known female entrepreneurs recently being honoured with an OBE for services to business.

Following a stream of positive high profile business coverage on the future of the business, Crispen Odey’s fund invested seven figures in Buddi, and the company continues to thrive across both the security and health arenas. 

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Overview

BullionByPost, the Birmingham-based online gold bullion dealer, now boasts sales exceeding £100m a year thanks to our work over the last three years building the brand in the national business, personal finance and news media.  Last year Rob Halliday-Stein, the company’s founder, turned down a number of approaches for acquisition, preferring instead to remain sole owner, as the company continues strong annual growth. 

“We have worked with Iredale Communications for over three years now. They have generated loads of high quality press and media coverage. Will and the team have undoubtedly played a vital role in helping BullionByPost become the most recognised and trusted bullion dealer in the UK.”

Rob Halliday-Stein, Founder & Managing Director, BullionByPost

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Overview

By raising the brand’s profile through creative stories in the mainstream consumer and tech media, annual sales for ChemistDirect grew to £15m in just three years.  Our coverage helped Chemist Direct achieve a dramatic increase in business and through our work communicating its innovative approach to pharmacy sales to the media, we helped it secure a £3m investment from tech hedgefund, Atomic Partners (run by founders of Skype).

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Overview

The Clear Ear Clinic is the UK’s only independent clinic dedicated entirely to the removal of ear wax by using microsuction – an affordable and effective state-of-the-art alternative to ear syringing.

Iredale Communications worked with the Clear Ear Clinic on a consumer media campaign to help grow patient numbers coming through the doors of its London based clinic.  We used our strong withstanding relationships with national health and lifestyle editors to place creative news stories, dispel common ‘ear myths’ and put forward the Clear Ear Clinic’s doctors for expert comment within appropriate stories in the national press.

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Overview

Compass Group is the global market leader in providing contract catering and facilities management support services in over 10,000 client sites including workplaces, schools and colleges, hospitals, leisure facilities and many others.  Compass Group UK & Ireland has over 60,000 employees, who serve over three million people and produce over one million meals each day.

Iredale Communications initially worked with Compass Group to give support to the company’s press release program.  As the account developed, Iredale Communications planned and delivered a bespoke copywriting skills course for the company’s marketing team.  We were also hired by its Payne and Gunter catering brand to copyright a series of promotional materials for key corporate hospitality sites including the All England tennis championships at Wimbledon.

Overview

Dr Newmans Clinic is the UK’s leading expert in the safe and effective treatment of thread veins, using pioneering non-invasive technology to remove unsightly thread veins from thousands of patients a year nationwide.  Iredale Communications was hired for a three-year campaign to raise the profile of the firm’s seven clinics in Harley Street and across the UK.  Through clever creative work consumer coverage was consistently achieved across the health pages of the leading national press to help drive new patients through its doors.  We also raised the profile of the business in the corporate press in a variety of publications including The Sunday Times.

“We have always been very happy with the service and advice we have received from Iredale Communications, whether the more ‘conventional’ PR work creating newsworthy stories for national newspapers, or the more progressive advice with regards to video and social media. We always felt that we could pick up the phone to discuss any issue with them. They provide a service that goes above and beyond the traditional 9-5 approach.”

Dr Peter Finigan, Medical Director, Dr Newmans Clinic

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Overview

The Good Care Group is the UK’s leading provider of high quality one-to-one live-in care for the elderly, enabling clients to remain in their own home with care and companionship, as opposed to having to go into a residential care home.  They are the UK’s most awarded and trusted home care provider.

Iredale Communications worked with The Good Care Group on a one off project with the key objective of raising the profile of the business through a well-placed interview with its Founder Fiona Lowry in The Sunday Times’ business section.

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Overview

Hearing Direct is the UK’s leading hearing aid specialists revolutionising the hearing aid industry by offering the public quick and easy hearing checks online, and slashing the cost of quality, state-of-the-art digital hearing aids by up to 90%.  Our work in raising the profile of the brand in the national mainstream media helped drive new business to the website and increase sales.  The company thrives in the UK and has successfully launched in both America and Australia.

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The Brief

From 2013 Iredale Communications was tasked with handling three corporate announcements for King of Shaves and its founder Will King — one of the UK’s best-known entrepreneurs — in the mainstream press.  In 2013, we were asked to develop a strategy to raise awareness for the launch of the Hyperglide — the new King of Shaves razor — in the business and trade press.  When Will King stepped down as CEO of King of Shaves in 2014, we created a campaign to communicate this major news into the national media.  Finally, in 2015, Will King hired Iredale Communications to announce the launch of his new consultancy service, The Entrepreneur in Residence Company.

The Campaigns

The Hyperglide was designed to be the first wet-shave razor in the world that doesn’t need any foam, gel or oil, thanks to a special patented “hydrophilic” technology.  However, it was launched in a highly competitive market dominated by the razor giants Gillette.  Only a carefully planned and executed strategy which guaranteed mainstream business press would ensure that it received the necessary profile vital to the corporate reputation of King of Shaves.  In other words, its competitors needed to sit up and take notice.  Iredale Communications created a creative and engaging campaign to nail these objectives.

Whenever any notable figure steps down at the helm of a well-known business, questions are asked.  Why did you leave?  Where are you going?  What will happen to the company once you’ve gone? To protect the reputation of individuals and the legacy of the business, it was vital to develop a positive campaign to successfully ensure key messages were communicated and shareholders (and customers) were reassured that this was part of an evolution for King of Shaves, and the start of an exciting new chapter for the company.  Iredale Communications worked closely with Will King and King of Shaves to ensure these objectives were safely and successfully achieved.

All businesses, but especially new businesses, need new business to thrive.  When Will King launched The Entrepreneur in Residence Company, it was important the business world knew about it.  Iredale Communications worked with Will to develop the most newsworthy angles which would ensure it was picked up in the mainstream business press — driving new business through his doors.

The Results

The Hyperglide enjoyed record sales following launch, and following Will King’s announcement he was stepping down from KoS, the brand continued to perform well across all retail platforms.

The press coverage achieved for all three campaigns was widespread and highly effective.  It included a page one story in The Daily Telegraph, a cover feature of Will King in the influential Institute of Directors ‘Director’ Magazine and an interview with Will King on BBC Radio 5 Live.

Thanks to a series of high profile media appearances, The Entrepreneur in Residence Company is now working with some of the UK’s most exciting businesses.

“The fact that Will has worked with me over 10 years on a variety of press and publicity projects shows you just how good he is!”

Will King, Founder King of Shaves Co, the EIR Co and Savage & King LTD

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The Brief

The LIB Group is a London-based beauty marketing company encompassing multiple online acquisition channels; Latestinbeauty.com, Powder, YOU Beauty Box, The Libbie Club.  Iredale Communications was taken on by the LIB Group to raise the profile of the business within the national press and in specialist business publications.

The Campaign

Iredale Communications began working with the LIB Group on a limited edition Christmas product being sold on www.latestinbeauty.com.  We worked with LiB team to understand the product, its availability before developing a concise product placement campaign.

Following the success with the Christmas product placement campaign, we devised several creative consumer stories, incorporating customer surveys as an effective method to obtain interesting data and place newsworthy and topical stories in the media.

Alongside the consumer campaign, Iredale Communications also focused on raising the corporate profile of the business, where we used significant company developments to place news stories in the business pages of leading national publications.

Additionally, the LIB Group launched its social selling platform The Libbie Club, and campaign activity focussed on targeting key beauty trade publications about the new concept, in order to pique the interest of mobile beauty professionals.

The Results

Iredale Communications delivered against the objectives set by the LIB Group, by generating a strong selection of media coverage in national newspapers (including business pages in The Mail on Sunday and The Daily Telegraph), online, weekly magazines and beauty trade publications such as Professional Beauty and Cosmetics Business.  Key consumer coverage highlights include the MailOnline and Daily Mirror.

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The Brief

Mapmechanics, is a London-based company using digital maps and geographical data to help some of the world’s leading retailers and businesses increase their efficiency and profitability.  It is well known as the UK leader within its own industry, but there was a lack of brand awareness beyond this, and, to a degree, an ignorance of just how beneficial its services can be to major brands and businesses.  Mapmechanics asked Iredale Communications to create a press campaign which would raise the company’s profile across both business and consumer media and heighten awareness amongst key target audiences and within its industry.

The Campaign

The offering from Mapmechanics is complex and needed to be simplified in aneasy-to-digest message, which could then be communicated to a wider audience.  Crucially, the strategy needed to ensure that media coverage illustrated how the experts at Mapmechanics can use data in unique ways, to broaden awareness of who could benefit from using services provided by Mapmechanics.

Working closely with the Directors of the company, Iredale Communications developed a two-tier media campaign.  The first focused on corporate media, raising the profile of Mapmechanics in the business pages of the national press and specialist business media, to strengthen brand awareness in the business arena.

Running alongside the corporate campaign, Iredale Communications worked closely with Mapmechanics to create a series of high-impact consumer news stories using its own research, creating strong news lines from which we could seed further coverage elsewhere.  There was a strong brand and corporate benefit for Mapmechanics in adopting this approach.  These stories illustrated to their potential clients the wide breadth of information the company is able to analyse.  All story ideas were of genuine interest to target publications, based on “collateral” which we used to creatively forge a series of strong newsworthy angles to interest journalists.

The Results

In the first six months, Iredale Communications achieved coverage for Mapmechanics across every major national UK newspaper, including The Times, The Daily Mail, The Daily Telegraph, The Guardian, The Sun and the Daily Mirror.  Stories were also featured by BBC Radio across 40 regions and the coverage led directly to a number of lucrative new business opportunities for Mapmechanics.  We continue to work as an extension of the Mapmechanics marketing team and our relationship will be key to driving the brand forward in the future.

“The team at Iredale Communications have proven to us that they are masters at wielding influence with discretion across national and regional media and have quickly put our brand on the map by creating original newsworthy campaigns. They are a pleasure to work with and a valuable asset to our business. Their pragmatic approach suited our business style well and their straight talking on how the process works, including the fact that the process is a two-way street with effort required on both sides, was refreshing.”

David Cockrell, Company Director, Mapmechanics

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The Brief

Iredale Communications was instructed by Orion Media to raise the company’s corporate profile, the profiles of its radio brands Free Radio and Gem 106, and to carry out pre and post event publicity for Free Radio Live, the station’s annual multi-artist music event.  The objective was to target national, regional and trade publications to secure profile interviews, and stations’ news, events and soundbites from talent interviews to secure a consistent flow of news stories for targeted press.  The overall aim was to raise the profile of Orion Media and its brands, supporting the ambitions of its Board to exit within five years.

The Campaign

Working as an extension of Orion Media’s marketing team from the offset, Iredale Communications began by targeting regional and trade publications using senior management for profile pieces, building strong relationships with local Birmingham publications and later achieving frequent coverage on station activity and events.

Working closely with radio trade contacts, Iredale Communications sensitively handled numerous presenter and senior staff signings and departures at both stations and wider corporate developments within Orion Media.  Additionally we handled the announcement of quarterly audience listening figures (RAJAR) and Free Radio’s 2015 rebrand, assisting with identifying key messaging and key media targets.

With many talent and high profile interviews carried out by Gem 106 and Free Radio, we engaged our extensive network of national showbiz and entertainment journalists by delivering creative newsworthy stories that achieved regular, positive and high profile national exposure for the two radio brands.

Working with the programming and marketing team, we secured ample national pre and post-event publicity for the station’s multi-artist music event Free Radio Live for three consecutive years.

The Results

Throughout our three year relationship with Orion Media, Iredale Communications achieved a consistent high quality flow of national, regional and trade coverage amongst the desired audiences.  Key highlights included front page stories in The Sunday Times and The Daily Telegraph, and a creative photo call with former Prime Minister David Cameron to highlight Free Radio’s support for the Stephen Sutton cancer charity.

On several occasions, quarterly audience listening results (RAJAR) demonstrated more people had been tuning in to the stations.

Orion Media was successfully sold to Kiss and Magic FM owners Bauer Media in May 2016 and we understand that Iredale Communications were influential in the brand’s growth story.

“I have been hugely impressed with the service you and your team have provided, without exception. I have dealt with a lot of PR folk in my time, both in-house and outside agencies, and I have long had issues with outside agencies, with the balance of their contact depth being weighed down by their inability to grasp the opportunities and identify and exploit them. You and your team have been frighteningly good – in helping to interrogate stories with huge skill, teasing out angles and getting them away in enviable volume in all the right places. What’s more your efficiency is just stunning – with you chasing us rather than the other way round! I have rarely had time to breathe before one of you has replied, whatever the hour. You are a high quality outfit who really produce results and are great to work with. You struck just the right balance between ‘telling us’ what we should do and allowing us to guide you. That’s a gift.”

David Lloyd, Content & Operations Director, Orion Media

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Second Nature is a ‘’habit change’ programme that combines advice from health experts with tracking technology via a smartphone app to help people build health habits and lose weight,

It was founded by former Cambridge University scientist Mike Gibbs and Oxford University engineer Chris Edson, to tackle Britain’s £10bn obesity and type-2 diabetes epidemic.

They believe continuing to enjoy the foods you like — in moderation — while reframing lifestyle and exercise habits at home through digital technology, can help keep the weight off for longer and avoid ‘yo-yo’ dieting.

The 12-week programme  — which combines technology with live support and educational content — has been used by 2,500 people on the NHS and can be prescribed by GPs to those who are at risk of type-2 diabetes or who want to lose weight. A further 20,000 private customers have paid for the programme directly since it was set up in 2016,

In 2020 the company rebranded from OurPath, and raised $10m of funding in a round led by Beringea.

 

“This is amazing! Thanks so much — it is by far and away the best press we’ve ever got!”

Chris Edson, co-Founder, Second Nature

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The Brief

PACK’D instructed Iredale Communications to launch its new range of pioneering frozen smoothie kits. The campaign had two objectives.  To raise awareness of the product in the consumer media, and to raise the profile of the business and its founders in the business press.

The Campaign

Iredale Communications worked closely with PACK’D to devise a carefully planned and executed launch strategy to coincide with the launch of the kits in three of the UK’s largest supermarkets – Sainsbury’s, Tesco and Costco.

Iredale Communications developed a creative news story with engaging insights into the supermarket deal, the PACK’D product and the company investors, and placed this exclusively with The Daily Telegraph’s Business section.  The story was pitched to a comprehensive list of business and start-up websites to create maximum impact.

Running in parallel, Iredale Communications also ensured the PACK’D brand name gained exposure in a range of consumer titles with the focus on the innovative product itself.

The Results

Throughout the campaign, Iredale Communications nailed down the PACK’D objectives to help successfully launch their smoothie kits to the business and trade press, securing strong pieces coverage in the national business press including the Daily Telegraph and a number of other influential business and start-up websites Management Today and International Business Times.

“It was a pleasure working with Iredale communications to announce the launch of PACK’D. They went above and beyond to offer us the support we needed as a new business and we were thrilled to gain nationwide coverage, including The Daily Telegraph.”

Luke Johnston, Co-founder, PACK’D

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Boom Radio is a new music radio station for baby boomers launched during lockdown by presenters broadcasting from their bedrooms and garden sheds. In just two years it has attracted over half a million weekly listeners making it the fastest growing independent radio station in the UK.

“In my view, Iredale are one of the best comms teams around. If you want the job done well, on time, and with great results, they are the guys to use.”

Phil Riley, co-founder, Boom Radio

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Overview

Remedium Partners is the UK’s leading provider of fixed term and permanent medical staff to the NHS.  Its aim is to substantially reduce the reliance by the NHS on using expensive Agency locums and in turn provide continuity and stability to national healthcare services by placing well-qualified medical staff in the UK & Ireland.

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Overview

Salcura is a British skin therapy company that creates a range of award winning natural products for eczema, psoriasis, dermatitis, itchy and dry skin.

Iredale Communications was hired by Salcura to launch its range of Bioskin Junior products, developed specifically for children with eczema and severe dry skin.  After our initial engagement with Salcura, we were also asked to work with them on several creative consumer stories to drive website traffic and increase sales. One story, which was published in the Daily Mail Online, become the most read article on the entire website.  As a result, Salcura sold 500 bottles of BioSkin Junior treatment — the equivalent of one month’s worth — in just two hours.

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Overview

Send For Help is an award-winning company using pioneering key fob sized GPS personal safety alarms and apps to provide 24/7 personal protection to more than 150,000 lone workers and people who are at risk.

Founded in 2010, it operates through its three subsidiary brands — Skyguard, Guardian24 and Peoplesafe— making it the largest lone worker protection provider in the world.   

Send For Help offers a wide range of state of the art, exclusively designed personal alarms and mobile applications. Central to these is a discreet, key fob sized personal safety device which features an ‘SOS alarm function’ – meaning a call for help can be requested at the touch of a button. The device includes the latest GPS, GPRS and ‘man-down’ technology.

The device and app link into Send For Help’s purpose-built, fully accredited ‘Alarm Receiving Centre’ (ARC) at the company’s headquarters in Epsom Surrey, which is manned 24 hours a day, 365 days a year — ensuring lone workers can call for assistance at any time.

It primarily operates in the UK and Ireland, serving more than 100 NHS Trusts, 150 local authorities, 200 housing associations, and hundreds of commercial organisations, ranging from Dairy Crest to Pets at Home and Talk Talk.  

Send For Help is a family owned business. Brothers James Murray, CEO, and Will Murray, Marketing Director, founded the business after spotting a gap in the market to provide lone worker protection using pioneering technology.

Their father Jan Murray — the City veteran and former PC World and Internet Technology Group founder —provided initial funding and is President of Send For Help.  

In December 2017, Send For Help was named in the Sunday Times Fast Track 100, a league table which ranks Britain’s 100 private companies with the fastest-growing sales over their latest three years. It is also one of the Financial Times’ top 1000 fastest growing companies in Europe for 2018. 

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The Brief

Veinentre is the UK’s only doctor-led clinic focusing solely on the removal of varicose veins using minimally invasive laser technology.  As the company specialises only in the treatment of varicose veins – rather than offering other cosmetic treatments as its competitors do – Medical Director Dr David West and his team are able to optimise efficiency and effectiveness, in turn allowing them to offer customers the best treatment at competitive prices.

Veincentre had tried, historically, to raise its profile through PR, but little to no national exposure was achieved.

Iredale Communications were tasked with raising the profile of Veincentre within the business and consumer press, particularly focusing on the unjustified higher prices charged by industry competitors.

The Campaign

Work began with Veincentre by circulating a ‘call to action’ to a broad selection of medical and lifestyle journalists, detailing the nature of Veincentre’s business and ability to provide Dr David West as an expert commentator on any varicose vein related stories.  As a result, Veincentre was bought to the attention of several key publications, as well as TV personality Julia Bradbury.  Iredale Communications worked with Julia and her team, for over a year, to arrange varicose vein removal treatment with Veincentre, a process which was documented from start to finish by the Mail on Sunday.

Additionally, we utilised our relationships with editors across national and lifestyle publications, including The Daily Telegraph and MailOnline, to secure creative trend-related consumer stories as and when the appropriate statistics become available.

With clinic locations across the UK regional activity played a big part and by looking at patient numbers, revenues and trends across Veincentre’s network of clinics, we secured a range of engaging news stories across key regional publications.

The Results

Coverage achieved for Veincentre, to date, has spanned across a broad selection of national and regional publications.  Key coverage highlights include a double page spread in the Mail on Sunday on Julia Bradbury’s varicose vein makeover, and a double page spread in the Daily Express using a willing patient case study to expose the ‘rip off’ prices he was previously quoted before his treatment at Veincentre.

The company has seen a 50% increase in turnover over the last three years and a combination of national quality regional coverage has played a huge part in delivering new customers through clinic’s doors

“Having tried a couple of PR agencies previously without much return on our investments I am delighted to have come across Will and his team at Iredale. They clearly have excellent connections in the media so essential to creating interest. They also have the knack of knowing which stories journalists will latch onto and how to create them. It has been a pleasure working with Iredale and more importantly of enormous benefit to our business which has seen a 40% growth in turnover thanks in no small measure to their help.”

Dr David West, Medical Director, Veincentre

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