Biscuit Tin:
Dragon’s Den PR & Entrepreneurial Profile Building Campaign 2022

The Campaign Brief

When entrepreneur Sheila Hogan launched Biscuit Tin in 2020, she was on a mission to transform how people prepare for the end of life. Inspired by the challenges of managing her parents’ affairs after their deaths, Sheila created an innovative digital legacy vault, enabling people to securely store important documents, account details, personal wishes and memories, easing the burden on loved ones left behind.

Cunningly Good Group was appointed to launch Biscuit Tin to the media, raise awareness of its pioneering technology and establish Sheila as a leading voice in the emerging deathtech sector. Our challenge was to bring a traditionally difficult subject into mainstream conversation, build Sheila’s profile as an entrepreneur and create opportunities to accelerate business growth.

We identified BBC One’s Dragons’ Den as the perfect platform to put Biscuit Tin in front of a national audience, attract potential investors and generate widespread media interest.

Cunningly Good Group’s Approach

We knew Biscuit Tin had a compelling proposition, but the real power was in Sheila’s personal story. Our strategy combined entrepreneurial profile building, proactive media relations and broadcast preparation to turn that story into a powerful opportunity.

As part of our ongoing PR programme, we put Sheila forward for Dragons’ Den, successfully securing her place on the show in summer 2021. With less than three weeks before filming, we delivered specialist media training and pitch coaching to help Sheila make the most of her moment in the spotlight. This included practical advice on television appearances, refining her messaging and putting her through her paces in front of a panel of ‘mock Dragons’, complete with challenging questions and constructive feedback.

Ahead of the programme’s broadcast on 10 February 2022, we developed a targeted media relations campaign, positioning Sheila’s appearance as a significant milestone for Biscuit Tin and its ambitions for growth.

Following the broadcast, we issued a news release, coordinated media enquiries and capitalised on the publicity surrounding Sheila’s pitch. Although the Dragons chose not to invest, our messaging focused on her entrepreneurial determination, the strength of Biscuit Tin’s mission and the substantial investment she had already secured elsewhere.

The Cunningly Good Results

The campaign delivered widespread national, regional and specialist media coverage, significantly raising Biscuit Tin’s profile and introducing its innovative approach to end-of-life planning to new audiences. Key outcomes included:

A prime-time appearance on BBC One’s Dragons’ Den, with the episode attracting 3.76 million viewers, putting Sheila and Biscuit Tin in front of a UK-wide television audience.
Extensive positive coverage across print and digital media, including The Scotsman, Business Insider, The Sun, East Lothian Courier, Fintech Scotland, Tech Market Review, SmallBusiness.co.uk and BusinessWire.
Further entrepreneurial profile building through a dedicated feature in The Herald’s Business HQ magazine.
Over 70,000 hits to the Biscuit Tin website in the first couple of days following broadcast, demonstrating the exceptional interest generated.
Overwhelmingly positive social media reaction to Sheila’s pitch, with viewers praising her compelling and emotional storytelling.
Increased website traffic and subsequent purchases, alongside multiple offers of partnerships and investment following the television exposure.

Crucially, while Sheila didn’t secure a deal in the Den, she had already succeeded in raising £330,000 from other investors following filming, more than six times the investment she had sought from the Dragons. Combined with this commercial momentum, the exposure created valuable new opportunities for Biscuit Tin, helping build awareness, credibility and interest in its growth ambitions.