When Duerr’s appointed us earlier this year, they asked us to help launch their new range of jams and marmalades featuring labels designed by local artists. We knew that a simple press release to titles read by retail buyers wouldn’t be enough to make an impact.
A few brainstorms later, and we came up with an ‘artistic’ solution – a mailer featuring a palette holding samples of the product, a paintbrush and important sales messages about the range conveyed on an eye-catching, ‘must keep’ poster.
Working closely with the Duerr’s sales and marketing team, we agreed a ‘hit list’ of buyers to receive the mailer and sorted all the collation, packing and posting from RMS HQ.
Naturally, the tin has made an impression so we decided to use it to target the consumer market, too. During a one-day press visit to London, our PR team hand delivered the mailer to editors at leading titles, including The Sunday Times Magazine, Bella, Best and Real People. The response was phenomenal with them running articles about the range and even posting photos of the mailer from their professional and personal social accounts.
Talking of which, our social team also launched its plan of attack and has been busy posting about the artists range, engaging with bloggers and influencers and growing Duerr’s fanbase. In fact, just a month in, some of the stats are incredible – a 95% increase in reach and an astounding 190% increase in engagement on Instagram, while other platforms have also headed in an upwards direction.
While our design, PR and social teams were with busy with this activity, 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/)
All in all, it’s been a busy few weeks but we’re loving working with Duerr’s and delighted that our efforts are already delivering positive results.