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