The Solution

To drive both retailer awareness and pull through from Appleby Westward (SPAR Retail Distribution Centre for the South West ) as well as to create a push campaign to SPAR shoppers we devised an in-store sampling campaign, aptly named Pour & More On Tour.

Working alongside the Lakeland Dairies team and Appleby Westward we identified and recruited influential independent SPAR stores as well as Appleby Westward company owned SPAR stores to take part in our sampling tour. The participating stores covered the length and breadth of the South West and included city centre stores, holiday parks, rural stores and seaside locations.

Running over a two week period and timed to coincide with an attractive 75p price promotion, our Brand Ambassador, complete with fully designed sampling kit, ran a series of sampling days. The engaging activity ensured Pour & More’s USPs were clearly communicated to both retailers and shoppers and of course there was a big focus on taste – hundreds of samples of Pour & More were served with delicious fruits and apple pie slices.

To help retailers drive awareness and footfall into stores during the sampling days we supported them by creating exciting social media content that they could share with their followers across their own social media channels.

We also ran a social media competition to encourage shoppers to take a picture of themselves enjoying Pour & More and using the hashtag #PourandMoreOnTour. The winner received a case of free product.

The Solution

An integrated consumer launch campaign targeting key consumers on food-to-go and coffee missions in close proximity to the café.

To cut through and stand-out with promiscuous and time-poor consumers in the incredibly crowded food to go and café market, our campaign used multiple consumer touchpoints to disrupt, drive trial and encourage repeat visits.

Brand ambassador outreach & sampling

Having carefully mapped out key offices, universities and commuter locations near to the café we unleashed our skilled team of brand ambassadors to engage and educate consumers about TRU. Complete with branded uniforms, mobile trike, promotional materials and all-important samples, our team created positive disruption and directly drove footfall into the café at key times throughout the day.

PR

Engaging media was a key part of our strategy to announce the arrival of TRU on the high street. With new food concepts opening every day in London and knowing that time-poor journalists are finding it more challenging than ever to attend launch events and parties, we offered journalists the opportunity to pop into TRU at a time of their choosing and have lunch on us (who said there was no such thing as a free lunch or a free specialty coffee for that matter!). Many key journalists who visited the café took to social media to share their experience and spread the word with their followers and media colleagues. Giving journalists freedom to pop in and being confident in our offering was a strategy that clearly paid off, with some great pieces of editorial coverage and high levels of engagement achieved.

Social media

Building social media from scratch was a challenge we TRUly relished. We developed the strategy, set up the accounts, determined tone of voice, created the content, managed and built the community, implemented paid promotions and put in place robust measurements and analytics. Also, with our social media team working from the café throughout the launch period we could react in the moment with some beautiful content posted and achieving positive engagement with both staff and customers.

Influencer marketing

Working with notable foodie influencers formed another piece of the master launch plan. We invited them to visit (again at a time of their choosing) and experience TRU at its best. This type of authentic UGC is invaluable and incredibly powerful especially when established a new café in the heart of London. And it paid off.

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…