Case
Study

Highland Wagyu

Highland Wagyu is a pedigree beef company, breeding premium Japanese Wagyu, Aberdeen Angus, Beef Shorthorn, Highland and Dexter cattle with a mission to produce the best beef in the world from its 25,000-acre estate farm in Perthshire, Scotland. Established by husband and wife Mohsin Altajir and Martine Chapman in 2011, Highland Wagyu sells directly to chefs. It is the largest producer of Wagyu cattle in the UK and on course to be the biggest in Europe.

  • Business owners Martine and Mohsin approached me in July 2013 to assist with their communications, starting with a big herd acquisition announcement. I developed a communications strategy, which positioned Highland Wagyu - and Scotland - as the new European home for Wagyu (the world’s most expensive beef), leveraging great photography of Martine and Mohsin with their beloved cattle to get the attention of Scottish, UK and agricultural trade journalists.

    The result was coverage in Scottish and UK print publications including The London Metro, London Evening Standard, international online news media such as Huffington Post and Yahoo Singapore and Australia, broadcast media and agricultural trade journals.

  • The outcome was enquiries from nine high-end chefs at new and well-established restaurants in London as well as distributors interested in buying the product. More than half of these enquiries have become regular customers.

    Since then I work with Martine, Mohsin and the team on a retained basis to deliver the communications strategy, which included developing a new brand and website with talented designer Mark Reid-Foster of Submarine that generated a significant number of enquiries for the product when it was launched in January 2014.

"everyone needs a Jenny"
Martine Chapman

Services

  • Communication Strategy
  • Media relations
  • Web design & marketing materials
  • Copywriting
  • Project management

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