OUR WORK Hobbycraft

Hobbycraft New Stores: Supporting The Local Community

In 2023, Hobbycraft, the UK’s largest arts and crafts retailer, opened eight new stores across the UK – locations included Glasgow, Wigan, Canterbury, Poole, Southport, Lakeside York and Maidenhead. Each opening had a soft launch, and a grand opening event on a Saturday, where the store was officially opened by the local Mayor and/or Mayoress.


Spread awareness about the new store openings amongst local press and in the community, both in the build-up to the opening, and the immediate aftermath, whilst demonstrating Hobbycraft’s support for local communities across the UK.



3.9 million

total reach

a huge range of regional titles such as Daily Record, The Scottish Sun, Kent Live, Reading Live, Essex Live Yahoo! UK and Ireland, Bournemouth Daily Echo, Glasgow Evening Times


pieces of coverage

11 influencers to visit the new stores across the 8 openings

The work

  • FINN rolled out a seven-point plan that had one goal – to spread awareness about the new store in the local area. For each store, FINN booked a local photographer to capture some strong images for press, social, and marketing. Furthermore, the team invited local influencers and community groups down to spend a £30 voucher in-store.  From a media outreach perspective, FINN pitched two pre-opening releases, and a post-opening release with different PR angles.