Hedley & Bennett
Through our press campaigns, we solidified Hedley & Bennett as the country’s leading apron brand, driving traffic and sales with each hit.
Best Practices: How An Apron Impresario Changed the Look of Restaurant Kitchens
How this Apron Maven Built Her Business at the Age of 24
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Hedley & Bennett is the LA-based brand best known for its quality aprons and kitchen accessories. The empire was built by 24-year-old Ellen Marie Bennett, a former line cook at Michelin star restaurants.
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.
Hedley & Bennett by the numbers
year partnership with LaRue
press features
press hits
Our Strategy
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.
Our Multi-Pronged Approach
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.
Our Results
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.