Hedley & Bennett

We were hired in June 2020 to handle earned media and turn on performance PR for Hedley & Bennett and launch Ellen’s book, Dream First, Details Later.

Since Hedley & Bennett was already an established and well-known brand in the food and design world, we were tasked with creating a unique strategy. The goal was to position Hedley & Bennett as a brand for professional chefs — and as a company that makes aprons and other quality products for home cooks, creatives and artists alike.

Expert Press Positioning

To help with our goal of cementing Ellen as a leader in the kitchen accessories and aprons business, we sought out strategic press opportunities where she could share her expertise.

Authentic Earned Media

We focused our messaging on attracting press hits through both earned media and affiliate programs. As a result, Hedley & Bennett was featured in hundreds of listicles, gift roundups, product stories, and brand and thought leadership press. The exposure was more organic and authentic to our target audience by taking this approach.

Not only did our earned media initiative secure several prime spots for organic exposure, but we also executed a successful launch campaign for Ellen’s first book. Through our press campaigns, we solidified Hedley & Bennett as the country’s leading apron brand, driving traffic and sales with each hit.

Through our press campaign, we were able to secure prime exposure and press hits in top-tier media spots such as Food52, Apartment Therapy, Bloomberg, CBS Market Watch, Food & Wine, Forbes, House Beautiful, Hunker, MyDomaine, Seventeen, Sunset, The Cut, WSJ, Vogue, Domino, DuJour, Entrepreneur, KTLA, and NBC News.