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February 14, 2010
:: Spreading The Love :
Today is a day of love – but despite the huge disappointment many of us feel on this weekend, today has been a day on which many of us have received some love, despite the best efforts of others!

For me, this is a d ay on which I have led Catapult in the mission to spread lo ve – real love – real marmalade love.

I have been at Dalemain, near Penrith, since 9.30 am this morning, when I arrived at Dalemain with butterflies in my stomach, wondering how many people would arrive with flakes of snow in the air and, failing that, consistent drizzle.

My first stop was the garden room, where Tiptree had set up stall and where other categories’ entries were laid out, including Man Made and Children’s.

Baving stopped off there, to check Tiptree were happy, it was a quick waltz around the atmospheric courtyard, nestling in the shadow of the pink sandstone facaded mansion, to assess where other key sponsors and points of contact had set up.

Paddington Bear was already pacing the cobbles and the Orton Farmers Market had their stalls up and running.

Until 11.30 am it was a case of greeting media – like ITV Border – and ensuring all journalists has what they wanted. I then ventured into the main marmalade display, wher it was absolutely packed with avid marmalade lovers checking the judges’ scorecard given to each marmalade.

I somehow managed to make it outside the front of the magnificent Dalemain mansion for the 11.30 am prize-giving. The area was packed and the assembled crowd gave rapturous applause to every category winner.

Best in show was a doctor from Brighton – how fantastic was that – but entrants literally from locations nation-wide won the top prizes. Everyone waited with bated breath to hear the best on show – again the Tipsy Marmalade winner from Brighton – but the fabulous commercial opportunity of having their marmalade sold in Fortnum & Mason went to Jane Maggs, of Wild & Fruitful.

Having been a visitor to Jane Maggs’ kitchen, as part of Annette Gibbons’ food safaris – and seen Jane in action on the Ullswater ‘Steamers’ marmalade cruise, it was no surprise to me that this dedicated preserve maker should have taken the top spoils in the contest.

By this time, I had hooked up with both ITV Border and Julie, from Radio 4’s Food Programme and I then accompanied Julie as she got interviews with members of the public, winners, artisans, children, Ivan Day – Food Historian, fabulous bread maker, Dan Lepard, and judges from the WI.

We were both privileged enough to listen to Ivan’s historic journey through the world of iced punch desserts and early ice cream treats – and even more privileged to taste the absolutely divine Seville and Bergamot orange dessert that was served at 5pm in Marmalade Festival founder, Jane Hasell-McCosh’s private kitchen. It was truly delicious.

Did I mention the journalist covering the Festival for Cumbria Magazine and Country Kitchen, or the international media presence of the Madrid paper, Il Pais. The latter was provided by a particularly lovely, young Spanish journalist who could not take the goody bag with the limited edition Emma Bridgewater mug because EasyJet baggage allowances would not permit!

Having started my day by bumping in to a former client, Annette Gibbons OBE, I had a real boost by bumping into my beloved Alison O’Neill, of Shacklabank Free Range Walking Holidays. My Valentines’s efforts may have been spurned, but a huge hug and kiss and lots of lovely words from Alison soon provided the feel-good factor. I then encountered her lovely, young daughter Scarlett – the wisest head on young shoulders I know – and any down mood soon lifted. I gave Scarlett a hug and told her she is the world’s best message taker. She looked suitably embarrassed, but believe me it’s true!

I was then absolutely absorbed by Ivan Day’s talk, in Jane Hasell-McCosh’s private kitchen – and I wasn’t the only one! It was simply fascinating and the whole audience were absolutely gripped by the historic food journey he provided.

Arranging interviews with sponsors Premier Food and Tiptree pre-ceded a most welcome cup of tea in Jane’s private kitchen, within which all media and patrons were gathered.

Now, this may be a Jane Hunt fallacy, but I can feel an outstanding campaign in the blood and I was feeling this by Christmas 2009, so it is not surprising that I was keen to know how visitor numbers had gone.

Basically, we tripled the 2009 gate and has substantially more marmalade entries to the competition. This is fantastic news for the charities supported by the Festival – Hospice at Home and Help For Heroes, but also demonstrates that Catapult has succeeded in its mission of spreading the love.

On Valentine’s weekend, love comes in many different forms. As a perfectionist, the knocks hurt, and this weekend has certainly been a trying time, but the figures speak for themselves. This is very much like our fantastic ‘Shirts for Skopje’ campaign, which wowed PR judges, so let’s hope that we can give this fantastic campaign the recognition it deserves.

Love comes in many different forms, or so I’m told. Today, my love came from a hug from Alison and many different lovely comments of appreciation. It just shows that you don’t need red roses, champagne and candle-lit dinners to feel complete. If people cannot appreciate you, then they are not worthy of your attention – I think this comes from The Vicar of Dibley, but it’s absolutely right.

And. even more pertinent is the fact that visitor attendance trebled, marmalade entries soared and we had many more huge plus points this year.

Does PR work? You bet!
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