Campaign: Introducing PIMM’S preserve
To launch PIMM’s preserve to the market, raise product awareness and drive sales via media relations and influencer outreach.
32 pieces of coverage
24 influencer posts
Collective reach of press coverage
Collective reach of influencer posts
- Created eye-catching, on-brand, photography
- Engaged top tier national journalists
- Secured top talent to review and post about the product
- Precision targeting to reach defined audience
Our client Duerr’s established a very British partnership with the PIMM’S brand to develop the first ever PIMM’S preserve. We were tasked with launching the Strawberry, Tangerine & Mint flavour jam – based on the PIMM’S No.1 drink – just in time for summer.
The product was to be sold all year round but we knew the summer months would be the most impactful for sales, so we set about brainstorming how we could create the biggest buzz during this time.
Strictly a non-breakfast preserve, we came up with a launch focused around the theme of afternoon tea – synonymous with the PIMM’S brand.
We set about developing a creative photography brief around the summery/afternoon tea theme and organised product and lifestyle photography using PIMM’S and Diageo’s brand guidelines. This provided us with the eye-catching imagery we needed to secure national media coverage and social media posts.
To ensure a big impact with the consumer media, we commissioned a London-based bakery to create unique afternoon tea treats – obviously featuring the jam. We also created bespoke recipe cards to show them the many ways the jam could be used. We then headed down to London on a two-day press visit, taking the freshly baked tasty treats to journalists from The Sun, Delicious, Bella, Take a Break and the Sunday Times, to name a few.
To reach a wider audience and secure social media mentions, we wanted to gift high end influencers and celebrities who were a perfect fit for the PIMM’S brand. We targeted a mix of foodie and lifestyle influencers as well as foodie loving celebrities and secured some fantastic results from the likes of Made In Chelsea star Georgia Toffolo, ex-Bake Off contestant Candice Brown and TV presenter Angellica Bell.
Alongside the consumer press activity, we also launched the product to hospitality press through key media relations. We even visited the head offices of Diageo, which owns the PIMM’S brand, to sample the jam and introduce the product to all staff.
Once the initial summer campaign was over – and having secured a product listing from Sainsbury’s – we initiated a second product push by securing product placement opportunities in a wide range of publications and portals, all aimed at tantalizing consumer taste buds and driving them to buy and try.
Working with such established global brands as PIMM’S can be challenging but we were delighted to find that the PIMM’S team was great at collaboration throughout the campaign, helping spread content and messages across their own social media channels, which have hugely engaged audiences.