Pritchitts Black & White Campaign

Creative • Digital • Integrated • PR • Social

The Task

Our brief was simple. To create a campaign which would help retain Lakeland Dairies strong market share in the milk portion market. In doing so we wanted to position Lakeland Dairies as the only trusted supplier of milk portions, based on their unrivalled expertise and track record in this field.

Pritchitts

Pritchitts Black & White Campaign

Pritchitts Black & White Advert

Pritchitts Black & White Website

The Solution

A hard-hitting integrated campaign to counter a market entrant and position Lakeland Dairies as the category leader in milk portions, focusing primarily on accommodation, travel and contract catering.

Key messages and market differentiators included:
• Farmer owned dairy co-operative

The 3 R’s:
• Reliability –proven track record, delivering quality milk portions consistently over fifty years
• Reputation –the market leader and a name you can trust
• Range –all category formats –pots and sticks

To drive the message home, we developed a simple creative route that built upon the idea of the 3 R’s, while still linking back to the dairy cows. From this the campaign headline ‘It’s written in black and white’ was born, clearly communicating the key messages in a way that could be executed in a number of different formats, including:
• Trade press media with key titles
• Online media
• HTMLs
• Dedicated landing page on Pritchitts website
• Animated video
• Twitter support
• Promotional items
• PR Feature support across dairy, hot drink, guest room amenities and on-the-go features in focus sectors

The Results

The marcomms activity delivered an OTS of over 1 million (1,043,891 OTS) over 6 months across both print and online media.

The PR gained pick-up in titles including Cost Sector Catering, Hotel F&B, Stir It Up and Sports & Leisure Catering, delivering a total OTS of 185,668.

“As the leading milk portions supplier, we wanted to create a hard-hitting, impactful campaign to protect our market share from an aggressive entrant. Jellybean’s extensive knowledge of foodservice and our business, along with their creative thinking and strategy has once again helped us to deliver a strong effective campaign. In so doing we have strengthened our brand positioning and on a commercial level it has helped us to retain and gain key accounts for the business.”
Asa Baner
Category Marketing Manager at Pritchitts

Jellybean Creative Solutions

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

Contact Details…
  • Jellybean Creative Solutions,
    4 Bridge Street,
    Leatherhead,
    Surrey
    KT22 8BZ
  • +44 (0)1372 227950
  • info@jellybeancreative.co.uk
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