Butchers Campaign

Creative • Retail/Consumer

The Task

To highlight the profit opportunity that Essential Cuisine retail products offers to British butchers.

Essential Cuisine

Food and Drink Marketing - Essential Cuisine

Food and Drink Marketing - Essential Cuisine Packaging

Food and Drink Marketing - Essential Cuisine with British Butchers

The Solution

It was highlighted through qualitative research, conducted by Jellybean Creative that the main target market of Essential Cuisine retail stocks and gravies tend to always purchase their meat from their local butcher as opposed to a supermarket. And why? They want the reassurance of quality that these establishments pride themselves on and they are prepared to pay a premium for it.

With this in mind, we developed a plan to provide butchers with a useful tool kit to enable them to exploit the profit opportunity Essential Cuisine products can offer them.

The tool kit consisted of three full sized samples of their famous stocks and gravies, a handy hints and tips booklet, seasonal recipe cards and holder and a branded counter top unit to professionally display the products. Sent out as mailer to a targeted list of butchers, the design and copy of the elements was carefully crafted to really speak to butchers and their customer-base.

Once on board, butchers will then be sent restock reminders using a bespoke email we designed in line with the initial creative, thus creating a consistent brand identity for Essential Cuisine in this market.

The Campaign & Results

The results of the campaign really speak for themselves with a pick up rate of over 40% thanks to the targeted approach of the mailers and the well-crafted elements.

“This was one of the first projects I worked on with Jellybean, after they were recommended to me from the foodservice arm of the business – they did not disappoint. They really took the time to understand our objectives and used their knowledge of the market to craft a very successful and impactful piece of work. Everyone in the business has been really pleased with the results!”

Jeremy Palmer
Head of Retail, Essential Cuisine

Jellybean Creative Solutions

Jellybean Creative Solutions – an award winning independent food and drink agency, specialising in foodservice, retail and consumer integrated communications including, insight, design, digital, PR and social media.

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