World-famous retailer Selfridges, needed our help. Sales in the store’s food hall were slow leading up to the crucial Christmas trading period.
Through our previous work with the then MD at their Trafford Centre, Manchester store, Flex were asked to run a strategic short term PR campaign to gain exposure for the food offering at the famous department store.
We had to find a story that would interest the media and turn the spotlight on Selfridges. This one was a gift. The cupcake trend was reaching its peak, and there, nestled between the sour dough and selection boxes was a story crying out to be told. A young amateur baker had given up her job as a crime scene investigator with the Met Police to bake stunning cupcakes full time. She had shown them to Selfridges who immediately took her cakes, but sales were slow.
“From CSI to Selfridges” made the headlines and gained broadcast coverage, heralding an uplift in customers flocking to Selfridges Food Hall just in time for the festive season.
