After working with Dorset Tea on some small projects, mainly focused on social media, this locally based (nationally known) tea brand brought us on board to work on Knob noshing.

Knob noshing… yes you heard us right!

As part of Dorset Tea’s initiative to spread some cheer during lockdown, and as a way to raise money for local charity Weldmar Hospice, Dorset Tea decided to take Knob noshing (head over to our blog to read more about this time-honoured Dorset tradition) online and tasked In The Bag PR with raising awareness, signing up contestants and ultimately making this local event a national sensation.

What we did.

As the event drew closer our exhaustive PR campaign really came into its own, with pieces highlighting the online competition appearing online, in print, on TV and on the radio. On the day of the event itself the campaign went viral, trending on Twitter, and covered by online platforms such as unilad and LADbible.

Post event, Knob noshing was featured on local news channels BBC and ITV, as well as across BBC radio stations – BBC Radio 1, BBC Radio 2, BBC Radio 4.