Case study - Penguin Random House Children's
160 Years of Beatrix Potter
The brief
Riot was approached by Penguin Random House Children’s to devise a campaign which celebrated 160 years since the birth of British storytelling icon, Beatrix Potter.
We were tasked with using the milestone as an opportunity to reframe Potter as more than a beloved storyteller for children, highlighting her legacy as a scientist, entrepreneur, farmer and conservationist for contemporary adult audiences.
Our approach
We worked with the National Trust on a seven-minute filmed segment on ITV’s This Morning at Hill Top Farm, showcasing Potter’s legacy as a businesswoman and farmer. Publisher at Penguin Random House Children’s, Olivia Edwards, was interviewed during the segment.
We drew on exclusive access to the Victoria and Albert Museum archive to secure a 1,200-word culture feature in The Sunday Times which explored Potter’s work as a scientist and entrepreneur, revealing her fascination with animal anatomy and the natural world.
We leveraged assets available to us, including a mural in Potter’s honour in Carlisle, which PA Media syndicated nationally and regionally, positioning Potter as “so much more than a pioneer of children’s literature”, which reached audiences across the UK.
The results
