Proud to Serve Sarson’s

Creative / Digital / Integrated / PR

The Task

To drive sales of iconic malt vinegar brand Sarson’s in quality UK fish and chip shops.

The Solution

An integrated foodservice campaign targeting quality fish and chip shops.

The campaign tapped into how proud fish and chip shop owners are about the product and service they provide, encouraging them to ‘Switch to Sarson’s’ as their customers’ vinegar of choice and be ‘Proud to Serve Sarson’s’ as a quality fish and chip shop.

By polling over 500 consumers on their fish and chip shop habits, we discovered 9 out of 10 would prefer Sarson’s sprinkled on their chips versus the default of ‘non brewed condiment’ (NBC) currently widely served in fish and chip shops. This was a key message for these operators who are driven by the need to keep their customers happy, and when paired with the minimal cost comparison per sprinkle versus NBC, along with an offer of a free 20ltr sample and POS kit, it created a highly compelling reason to ‘Switch to Sarson’s’.

The integrated trade campaign, which ran in 2019 included all key touchpoints to effectively target fish and chip shop owners including: campaign microsite, consumer insight infographic, postcard mailer, trade press media (print, digital and social), trade press PR, operator case study, sampling via the microsite, branded POS support, a targeted South Coast switch blitz, wholesaler trade shows and wholesaler promotions. In this way we created a high impact campaign which delivered strong results for the brand…

The Results
  • A 234% increase in fish and chip market penetration
  • Over-achieved targeted sales uplift through key wholesalers
  • Secured a new route to market listing
  • Improved brand presence in fish and chip shops via POS
  • An increase in brand association with fish and chip shops
“The campaign has gone down a storm and has put us on the map as a credible brand in the fish and chip shop market.”
Craig Dillon
National Account Controller, Mizkan Euro Ltd. (Owners of the Sarson’s brand)

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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