Duerr’s
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.
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 physical 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 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.
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 personalised 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.
Results
Hugely positive feedback from retail buyers who loved the mailer, which certainly got Duerr’s noticed.
The 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.
Our social activity covered Instagram, Facebook and Twitter (X), and resulted in significantly increased reach and engagement – all secured organically.
Positive posts, reposts and comments were received from a wide range of bloggers and influencers. Follower numbers were increased by 40%, especially from a younger demographic.
“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.”
