Case Studies

Fracino

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Remit

Fracino was founded over four decades ago by Frank Maxwell who started the business by servicing customers' coffee machines. In 2001 the manufacturer took on Quest PR to whom it had been referred.

Ojectives

Quest was tasked with generating awareness of the UK's espresso and cappuccino machine manufacturer with the aim of:

  • Catapulting Fracino into the media spotlight as a dynamic and innovative brand leader
  • Pofiling Fracino's high-powered partnerships with industry heavyweights including Diageo, illy, Shaker Bar School, Costa and Unilever
  • Communicating Fracino's storming success in the export market   
  • Developing Fracino's aptly named "Steam" newsletter into a global marketing tool
  • Maximising Fracino's world-class manufacturer appeal to attract top distributors

Planning and Implementation

Quest's focused approach from the outset has ensured that the PR aligned with marketing and business objectives in order to ensure "added value". This included seeking out opportunities to leverage Fracino's standing as an Inner City 100 and Millennium Design Innovation winner and UK brand leader with a portfolio of more than 40 products.   

Quest linked up with Fracino's powerful strategic alliances to maximise opportunities and piggybacked on high-profile media relations opportunities.  

Similarly, no stone was left unturned to ensure Fracino's success in the export market was spotlighted at every opportunity. 

Results

The company's profiling has encompassed key publications, including the Sunday Times, The Mirror, ITN and business magazines including Business XL and Real Business.

Quest's commemorative 40th anniversary edition of the Steam newsletter replaced the company's marketing brochure and helped to ensure a record sales year. It attracted the attention of new clients Wolverhampton and Dudley Brewery, 3663, Brakes, Fellicini's and Piccolino's. Similarly, it has generated substantial interest from potential distributors attracted to Fracino's culture of continuous improvement, innovation and design excellence.

Quest's drive and commitment to sustain Fracino's reputation as a market leader continues. 2008 highlights include Adrian Maxwell being invited to join the Midlands' business leaders in an Insider round table debate on the region's manufacturing expertise. Fracino's latest product the Cybercino continues to make waves - and 2008 is proving a milestone year for Fracino as well as for the coffee industry which is expected to double again in the next decade with UK sales growing to nearly £3 billion.