Established over 150 years ago, Hammonds sauces are well-known by many fast food outlets and pubs throughout the UK. However, with the 1L range packaging receiving a make-over and moving to a new easy grip bottle, it was decided this was something worth shouting about.
The key objectives agreed were to reach target operators and:
• Build further brand awareness
• Introduce the new brand look and product format benefits
Firstly, with this being a brand awareness campaign, we based our strategy on taking a multichannel approach in order to reach as many target operators as possible across a variety of different touch points.
We decided to run with a fully integrated media and PR campaign, involving print & digital display, social media, email, and aligned PR activity, making sure to utilise the strongest channels and to reach the target customer at various points in the customer journey.
As part of our strategy and to support the media and PR activity chosen, we also created an advert that could quickly communicate and visually demonstrate the benefits of the new bottle whilst also capturing the eye of the audience without there being a call to action.
We identified the USPs and played on the fact the bottle can also stand upside down, forming the strapline ‘The Great Taste Of Hammonds, Whichever Way You Look At It’.
Jellybean has received great feedback from the client in response to the creative and the campaign as a whole:
The campaign has achieved 40,000+ OTS YTD – A very targeted campaign reaching a niche market.