RAYWARE SOCIAL MEDIA KIT 2019

WE ARE SOCIAL

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ABOUT US

We are a family of Great British kitchenware brands, inspired by trend-setting and nostalgia-glazed food stories.

Established in 1842, Kilner ® walks the line between the food-forward trends of the modern world and the traditional homestead aesthetic of the past. Jam-making and vegetable preserving meets kombucha and plant-based alternatives to dairy.

200 years in the baking and still rising. Our iconic mixing bowls have been a part of kitchens around the world for generations and we continue to develop innovative kitchenware with a contemporary twist.

We bring the latest trends in fashion and form to the ever-changing modern kitchen; functional design with a global influence.

Exuding heritage in every piece, Viners cutlery has been a go-to wedding gift for more than 110 years, and we’re proud to be part of so many love stories.

There’s nothing more British than tea and there’s no one that takes tea more seriously than us. We’ve been brewing perfection since 1896.

A glass for all occasions, we bridge the gap between everyday glassware and cocktail masterpieces, heavily influenced by drinks trends.

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WE CREATE Our aim is to produce the most engaging and timely content possible; whether we’re getting ahead of the curve of what the audience wants or showcasing seasonal produce, recipes and products. We use the latest techniques and camera equipment to capture our products at their best.

Photography Images that tell a story

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WE CREATE

Video content is king! When scrolling through the busy world of social media, we need to capture attention and inform, educate and entertain, making followers more likely to remember our brands. Videos are an important way for us to show how to use our products and create brand engagement.

VIDEO Step-by-step how to and easy-to-follow recipe videos

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Consumers want more than just expertly-designed products: they want to be inspired and informed. Advice on choosing glass over plastic, healthy substitute ingredients for baking or how to set a dining table for entertaining; we guide our followers every step of the way and build the stories they want to hear.

Storytelling Creating talking points that are topical and relevant

Healthy baking substitute ingredients

Choosing glass over plastic

How to set your dining table

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WE CREATE

Creating content is one thing, but getting the reader to engage with the post is another. Competitions are a good way of spreading the word and our followers love them! We have run many successful competitions across our brands and created interest from existing and new followers.

COMPETITIONS A chance to win our products to test at home

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Traditional jams, breads and pickles are some of our most popular recipes and sit side-by-side with more trend-forward inspiration such as fermented hot sauce, dairy-free sponge cakes and probiotic drinks. We develop recipe content in-house and work with select partners to create exciting new ideas for our followers to try out themselves at home.

Recipes In-house recipe development and food styling

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WE CREATE By encouraging our customers to sign up to our brand newsletters, we can capture useful demographic data. We send out a monthly newsletter to our opt-in consumers, so we can communicate to them on a more personal platform. This keeps them in the loop with the latest brand news, hints, tips and recipes. We don’t just want to build relationships, we also want to maintain them. Newsletters Helps us target our content to consumers effectively.

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WE CONNECT With a global audience of over 150,000, we’ve cultivated a passionate and engaged community across a wide range of lifestyles and demographics

35,000 followers

8,000 MONTHLY VIEWS A way to discover a wealth of saveable recipes, design inspiration and craft ideas. Popular with women, both creators and consumers.

Immediate, finger-on-the-pulse content in the palm of your hand. Twitter is built for the modern mobile lifestyle and is used to inform our followers about our exciting new product developments.

75,000 followers

33,000 followers A younger and more female dominated following looking for something different.

Typically older women, with a hunger for functionality, quality-of-product and traditional recipes.

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FACEBOOK DEMOGRAPHICS

35-44 Largest Age range

35-44 Largest Age range

83% 89%

17% 11%

85%

15%

57% UK

10% USA

8% AUS

61% UK

14% USA

35-44 Largest Age range

35-44 Largest Age range

84%

16%

88% UK

82% UK

REACH in 2019

Across all of Facebook, the average post will reach just 1.2% of a page’s audience. Our brand pages are consistently over-performing when it comes to organic reach.

18%

19%

19%

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INSTAGRAM DEMOGRAPHICS

AUSTRALIA 3,000 FOLLOWERS

AUSTRALIA 1,500 FOLLOWERS

25-34 Largest Age range

35-44 Largest Age range

91%

9%

86%

87% 14%

42% UK

13% BRAZIL

7% USA

38% UK

19% USA

25-34 Largest Age range

25-34 Largest Age range

13% 64% UK

87%

13%

91% UK

6% BRAZIL

5% USA

REACH in 2019

Across all of Instagram, studies suggest that the average Instagram post can reach around 10% of a page’s audience. Again, the Instagram posts from our official brand pages are over-performing on organic reach.

28% 32% 16% 24%

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WE TARGET

ROYAL WEDDING 2018 When the news broke and Clair Ptak (Violet Bakery, London) was announced as the cake maker for the Royal wedding of Prince Harry and Meghan Markle, we immediately saw an opportunity and sent over some Mason Cash Mixing Bowls. With the eyes of the world fixed, our famous mixing bowl took centre stage in the making of the Royal lemon and elderflower creation, and we received fantastic press and social media coverage. Official images from inside the kitchen of Buckingham Palace were shared by official royal channels and international news outlets across the globe.

720,000 LIKES, SHARES & COMMENTS TOTAL SOCIAL MEDIA ENGAGEMENT

62 MILLION PEOPLE TOTAL REACH

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The Great British Bake Off We have a long-standing partnership with Love Productions, the team behind the beloved Great British Bake Off, and our iconic Mason Cash Mixing Bowls and other brands are ideally placed on set in each episode to assist the contestants through the highs and lows of their journey. This is great coverage for our brands and puts us firmly in the minds of millions of viewers across TV and social media.

10 MILLION average viewers per episode

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WE ACTIVATE

RETAILERS We work with national retailers to produce bespoke seasonal content to promote our products to their customers in-store and across social media to cover topics such as summer BBQs, Easter bake sales and wedding breakfasts and decorations. We support our customers with bespoke social media campaigns

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BRAND PARTNERSHIPS Working with a select number of brands, we collaborate on marketing campaigns and social media activations. This provides a great opportunity for us to introduce our followers to complimentary brands that we think would enrich, engage and excite.

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WE COLLABORATE

We’re fortunate to work with passionate public personalities and influencers that share our drive for interesting and engaging food stories. Over the last few years, we’ve cultivated a list of collaborators, large and small, that love to tell the world about us. We’ve worked with big names like Lorraine Pascale, Hollyoaks star Daisy Wood Davis, queen #Hinch herself Mrs Sophie Hinchcliffe, former Great British Bake Off contestants such as Edd Kimber, Kate Lyon and Chetna Makan, in addition to other popular foodies, YouTube cooks, nutritionists, food stylists, fitness coaches and more.

3.9M

10M

Gordon Ramsey, Popcorn

Brad Leone, Bon Appetite magazine

1M

2.2M

SORTED Food, Homepride Pancake Day Collaboration

Alex, French Guy Cooking

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17.5K

176K

2.6M

Kate Lyon

@DaisyWoodDavis

@MrsHinchHome

z

72.5K

30.8K

Lorraine Pascale

Chetna Makan

Cornersmith

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SPOTTED Our products are popular the world over, and you only have to look at the eclectic mix of images our followers produce on a daily basis.

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WE ENGAGE

Don’t just take our word for it, here’s what our followers have to say

“Still using my Viners Love Story cutlery received as an engagement present in the early '70s!” - Rae, UK “I have happy memories of using my gran’s mixing bowl as a child. I have my own now and enjoy making more memories with my granddaughter.” - Sue, Durham “I love making jam. I was taught by my mum, and my gran taught me how to make different marmalades. We only ever use Kilner ® .” - Wendy, Salisbury

“Reducing our plastic use is one of the main reasons I’ve moved all my storage over to Kilner ® . Why spend all that time, effort, and expense on quality food then store it in cheap nasty plastics?” - Alex, London “Beautiful! I’m loving my Copper Lid Bread Bin.” – Sammie, UK “The Modern Kitchen range is such an elegant collection” - Stephanie, UK “I’ve still got my mum’s mixing bowl. She bought it back in 1962 when my dad came out of the army.” - Loraine, UK “Absolutely love Viners! We were given a set for our wedding and would love to add some more to our collection.” - Laura, Chester

“We still have our Viners canteen from our wedding in 1967. It’s still in perfect condition!” - Margaret, Rochester

“My mother had one of your mixing bowls and baked with it daily!” - Mary, Ireland

“I love ALL of my Kilner ® items!” - Nela, Dubai

“I have one of the Kilner ® Fridge Dispensers: Love,

love, love it!” - Nancy, Ohio

“The colour of my Living Sage set matches my

“I have just ordered a set of Copper Lid for our new home! Super excited, it’s absolutely stunning!” – Sarah, Newcastle

kitchen perfectly!” – Francesca, Norfolk

“We love Typhoon and use it every day. Thank you for your work!” – James, St. Andrews

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CONNECT

@KilnerUK @MasonCashUK @VinersUK @Typhoon.UK @KilnerUK @MasonCashUK @Viners_UK @Typhoon_UK

@KilnerUK @MasonCashUK @VinersCutlery @Typhoonhousewares

@Kilner @MasonCashUK @VinersUK @TyphoonUK

20 26-32 Spitfire Road, Triumph Trading Park, Speke Hall Road, Liverpool, L24 9BF, England Telephone: +44 (0)151 486 1888 Fax: Telephone: +44 (0)151 486 1467 Email: sales@rayware.co.uk Order Online: www.rayware-trade.co.uk