Pritchitts wanted an engaging promotion to stimulate sales of their leading cream alternative, Millac Gold, across the foodservice market penetrating sectors outside its core market of healthcare and care homes. As the leading foodservice agency, Jellybean understands how difficult it is in this market to get busy chefs and caterers to participate in promotions. So we kept it simple using a little ‘emotional marketing’ to leverage the ‘aww factor’ via the low tech medium of cuddly toys, which gave us standout in a market saturated with techie gadget-based promotions.
Linking back to the brand’s heritage and farming roots in Ireland we created Farmyard Friends and used a collector scheme to drive repeat purchase. Caterers had to ‘snip & save’ corners from packs and redeem via a freepost address. This mechanic enabled us to collect key customer data. By having a range of four cute and cuddly ‘farmyard friends’, we encouraged caterers to collect the set to establish the brand in their menu repertoire.
An integrated marketing approach included web, e-marketing, advertising in trade press (both print and online) and wholesaler titles and PR to support the promotion which ran May to October 2014. The result was hugely positive from caterers and wholesalers alike. “Farmyard Friends has been so well received that we are planning to repeat the campaign in 2015. In a market where most brands are opting for technology incentives this collector scheme gave us a real point of difference by playing on our farm heritage and the emotional engagement it seems only cuddly toys can create.” Asa Baner Product Manager UK/Ireland Pritchitts
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