Integrated / PR / Social / Creative / Digital
To launch a new Sarson’s Malt Vinegar sachet in response to the Covid crisis and associated move away from the use of table top bottles and rise in take-away and delivery. Targeting primarily the fish and chip shop market, as well as the wider opportunity across foodservice, including pubs where fish and chips is a menu staple.
As part of the ongoing Proud to Serve Quality Fish & Chip Shops of Great Britain campaign, we created an integrated launch for the sachets to fish and chip shops, focused around the messaging of ‘You asked, we answered!’, based on the fact that chippies had been requesting sachets for some time.
The campaign featured quotes from real life fish and chip shops requesting the sachet as well as key selling points. The aim was to ensure all fish and chip shops were aware of the new sachet format and how it could benefit their business, helping them to provide a Covid safe service and a convenient solution for take-away and delivery by allowing consumers to add their own vinegar. The campaign included a launch video, high impact advertising with sampling, direct mail, email marketing, social media and PR to ensure the launch reached all quality fish and chip shops & relevant foodservice operators.