How Connected Content and PR Drove Growth for Airedale Group

Content Marketing

Airedale have been providing their clients with a fully integrated, award-winning end-to-end service since 1986.

The Airedale Group operates across several industries, including hospitality, QSR, and Education, and is a UK leader in the design, installation, and maintenance of commercial kitchens, with the following services:

Design & Build: Creating the right kitchen and foodservice environments for each project.

Service & Maintenance: Supporting appliance performance and reducing breakdown risk.

Specialist Services: Refrigeration and air conditioning, ventilation and extraction, and Lighthouse operational intelligence.

Airedale currently works with our Content and PR teams to promote their holistic cradle-to-grave services across sectors.

We highlight their widespread expertise and how the group’s multiple sub-brands work together to fulfil the full range of commercial kitchen needs.

The Brief

Airedale Group asked us to increase visibility for relevant search queries within the education sector, positioning them at the forefront of education leaders and decision-makers.

The project aimed to highlight expertise in school dining installation and maintenance, and to increase the number of projects.

The Challenges

Airedale had the knowledge, the expertise, and the experience within the school sector.

Their returning customers and those who had heard about them through word of mouth knew all about their incredible work.

However, to grow even further in the modern age, Airedale wanted the knowledge of their skills in this sector to spread far and wide via digital search, rather than relying on traditional word of mouth, which had previously driven the most business growth.

To those who already knew them well, Airedale were already verified school kitchen sector experts, but this wasn’t reflected in the SERPs.

Our Approach

In a streamlined, multi-channel approach, we combined our expertise across PR and content to produce a thought leadership campaign to cement Airedale Group as leaders in their industry, and more importantly, within education catering.

We started by undertaking targeted keyword research, which uncovered a number of lower search-volume keywords relating to school kitchen design and installation. Understanding how niche the commercial kitchen industry is and how tailoring to the school sector deepens the topic’s niche, we realised these keywords were low-volume but high-value, with excellent conversion likelihood.

The lower search volume and lack of preexisting content also meant that we had an excellent opportunity to provide insight and content where none currently existed.

Read: Why Your Search Strategy Needs ‘Zero-Volume’ Keywords

Because we noticed a gap in available information on school kitchens, our Content Team collected insight straight from the source: The Airedale Group Team.

In a series of expert interviews, we were able to get first-hand knowledge of the school dining sector to help shape the campaign’s messaging and the brand positioning.

Given the well-being implications of adequate student nutrition and the knock-on effects of proper nutrition on education and the day-to-day running of schools, we knew high EEAT content would be crucial for instilling the target customer with confidence in the Airedale Group’s capabilities.

This meant that anecdotes from previous successful projects in the sector and unique insights from first-hand work were important to build into both PR and onsite content to provide deeper reassurance.

From these insights, we produced a detailed landing page specifically for the schools sector, with sections clearly communicating how each Airedale Group specialism supports the unique needs of a school kitchen, and FAQs handling common school dining concerns.

To strengthen the impact of this page, we created cluster blogs named ‘A Guide to Your New School Kitchen Installation Project’ and ‘How to Stay LACA Compliant in Your School Kitchen.’

This allowed us to internally link the main landing page for greater SEO impact and to demonstrate expertise in niche areas of the wider school kitchen sector, thereby increasing trust. The LACA blog in particular helped to demonstrate familiarity with a major organisation within the sector.

From a PR perspective, we used this content to produce proactive pieces centred on Airedale Group’s education sector experience and recent project successes to build authority and brand presence associated with school dining. Reactive stories were also created to tap into relevant trending news stories around changes to free school meals, to position Airedale Group at the heart of important conversations.

Results

Through a unified content and PR strategy, the Airedale Group achieved relevant press coverage, improved visibility, and conversions across their education-related content.

The centrepiece of the project was the dedicated school kitchens landing page, a key piece of onsite content which all PR campaigns and onsite blogs could link back to. As of May 2026, the page ranks at position 1 for ‘school kitchen build’, position 2 for ‘kitchens for schools’, and position 3 for ‘school kitchen design’.

The school kitchen page also appears prominently in the AIO ‘kitchens for schools’, which has a search volume of 320. It is also cited at position #4 in AI searches for the same keyword, making the page an SEO/GEO success.

In addition, the school kitchens landing page and both of the accompanying cluster blogs appear in the AIO for ‘school kitchen build’, demonstrating high value and authority in the sector.

449%

increase in impressions

450%

increase in clicks

Our PR campaigns increased impressions and clicks across the school kitchens' landing page.

Coverage relevancy was important so that we could make sure we were driving impact in the right areas by building authority and entity recognition. Airedale Group was featured in LACA and Public Sector catering, with the reactive campaign around free school meals helping to boost AIO visibility amongst key search teams, including ‘school kitchen upgrade,’ with both the PR coverage and dedicated blog content appearing under the featured snippet.

During the same month, the Airedale Group saw a 25% MoM increase in onsite conversions, including a significant spike that coincided with the publication date of the PR coverage. The client has secured multiple high-value deals in the school sector since content and campaigns began for this project, which have come directly through the new school kitchens landing page since its creation. Our success in achieving the brief’s aim of increased visibility was therefore translated into tangible, significant commercial results for the client.

How Connected Content and PR Drove Growth for Airedale Group

Airedale have been providing their clients with a fully integrated, award-winning end-to-end service since 1986.

The Brief

The Challenges

Our Approach

Results

449%

450%

Our PR campaigns increased impressions and clicks across the school kitchens' landing page.

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