Duerr's

Campaign: A creative launch for Duerr’s Artists Range

The Brief

Launch a new range of jams and marmalades and get younger people back into jam

418%

increase in reach on Facebook

Secured over 15 influencer/blogger posts and national coverage

Positive feedback from journalists helped strengthen Duerr’s relationship with retailers

Enabled the new range to be seen and tasted by key retailers

A creative launch for Duerr’s Artists Range

Activity

When Duerr’s asked us to help launch their ‘Artists Range’ of jams and marmalades (so called because they feature labels designed by local artists) to retail buyers, we knew a simple press release wouldn’t be enough to make an impact.

A few brainstorms later, we came up with an ‘artistic’ solution – a mailer featuring an artist’s palette holding samples of the product, a paintbrush and important sales messages about the range conveyed in an eye-catching, ‘must keep’ poster.

Meanwhile our web development team cracked on with creating a dedicated page on the pre-existing Duerr’s website to showcase the artists range.  (https://duerrs.co.uk/  https://duerrs.co.uk/meet-the-artists/)

Working closely with the Duerr’s sales and marketing team, we agreed a ‘hit list’ of buyers to receive the mailer and arranged all collation, packing and posting from RMS HQ.

Next we turned our attention to driving consumer demand.

During a one-day press visit to London, our PR team hand delivered the mailer (with slightly different messaging) to editors at leading titles, including The Sunday Times Magazine, Bella, Best and Real People.

Meanwhile, our social team continued to post about the range, engage with bloggers and influencers and focus on growing Duerr’s fanbase.

Keen to get the product into people’s hands (and mouths), we turned to the blogger and influencer community. Key individuals were identified – active promoters of Manchester; foodies, vegans and veggies; lifestyle bloggers with a large following – and each was sent a mailer containing a personal letter and product samples.

Given the continuing rise in popularity of video, our social team also created a series of enticing ‘recipe films’ to educate younger consumers about the deliciousness of jam and marmalade!

We also maximised the opportunity by featuring the artists themselves with short, engaging footage of them in action.

Launch a new range of jams and marmalades and get younger people back into jam
A creative launch for Duerr’s Artists Range

Success

Hugely positive feedback from retail buyers who loved the mailer – it certainly got Duerr’s noticed.

Response to our press visits was phenomenal and led to a flurry of posts from editors about the range on their professional and personal social accounts, as well as media coverage in all our target titles.

Over 1,500 post engagements across all three channels

Organic reach of over 36,000

20% increase in reach on Instagram

12% reach increase on Twitter

79% increase in engagements on Facebook

5% engagement increase on Instagram

Secured positive posts and positive comments about the products from bloggers and influencers

The activity led to a significant increase in followers, especially from a younger age range.

A creative launch for Duerr’s Artists Range

“RMS came up with a brilliant concept to showcase our new products to a new audience.  They have worked tirelessly on our behalf and we love working with the whole team whose creativity and enthusiasm is infectious.”