Situation:
Blue Diamond Almonds is the largest nut brand in the US. They set their sights on the UK market
Problem:
No brand awareness, no UK audience insight and buyers unconvinced to list product past initial trial
Solution:
Insight-led awareness and trial campaign entitled Feel The Flavour, targeting the South East to build body of evidence to prove the case to buyers for national listings
Innovative communications:
Catalina and Dunnhumby coupon activity, targeting existing nut buyers, encouraging them to trade up to Blue Diamond Almonds, in conjunction with targeted outdoor and radio advertising and a bespoke Facebook sampling app
Business growth?:
Increased ROS by 300% and secured ongoing listings in Sainsbury’s and Waitrose, and successfully built case for Tesco to stock two SKUs with national distribution
Posted by James on July 28th, 2011
