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PR & media relationsIMC





IMC, based in Wrexham, is a leading manufacturer of commercial catering equipment with a reputation built over 100 years for providing innovation, reliability and exceptional service. One of the fastest growing sectors of their business is food waste processing, including dewaters, macerators and in-vessel composters. These award-winning products help caterers significantly reduce, or even eliminate food waste sent to landfill, minimise operational costs and can even turn this waste into a valuable resource.

IMC approached Barking Dog to help them develop a PR strategy in order to grow brand awareness and generate customer interest, targeting large-scale caterers in both the public and private sectors.



Our approach was three-fold. Firstly, we focused on the huge number of already successful implementations at some very high-profile customers. Secondly, we sought to generate coverage and interest in IMC’s product range and its significant customer benefits. Lastly, we aimed to exploit IMC’s R&D credentials and industry awards in order to build a reputation as of one of the leading players in food waste management.

In doing so we also sought to raise IMC’s profile with the key waste, sustainability, construction and facilities media that would help grow the company’s share of voice and ensure that their opinion would be sought out in articles regarding food waste management.



IMC 1High Profile Installations: A local press campaign was developed to highlight IMC’s composting solution installed at HMP Styal and won coverage in the Manchester Evening News and Cheshire Life consumer magazine.

In-depth case studies on IMC’s Award-winning CompPod composting installations at HMP Wormwood Scrubs and HMP Morton Hall generated multiple-page articles within the leading industry titles, MRW and Recycling & Waste World, as exclusives with an ROI in excess of 10:1.



IMC 2Generating product awareness: IMC’s new Food Waste Processing Stations dramatically cut food waste disposal costs. Our press story was featured within the key waste, sustainability, hospitality, catering and facilities management media as well as key digital channels.

We also adapted the story to coincide with Ramadan, highlighting how much food is wasted during this holy month and how IMC’s processing stations could significantly reduce the amount of food waste sent to landfill. The news release was covered in-depth by the key catering and waste media in the Middle East. 




IMC 3Building reputation: In 2010 IMC won 2 prestigious Rushlight Awards for their innovative ‘CompPod’ composting solution. Our news story celebrating this achievement was featured across 12 industry titles as well as online sites and digital channels.

We also developed an in-depth opinion piece for IMC on the impending Zero Waste legislation being drawn up by the UK regional governments. 8 of the most important waste, sustainability, catering, hospitality and facilities management titles devoted a whole page to the piece that delivered an ROI in excess of 20:1.