Situation:
Baxters ‘side-of-plate’ includes chutneys, pickled onions and beetroot
Problem:
The business needed to improve sell-through at Christmas and fend-off competitor sales promotions, using only PR
Solution:
‘Own’ Boxing Day by partnering with BBC Good Food and sponsoring The Ramblers Association Festival of Winter Walks programme, fronted by Ben Fogle
Innovative communications:
First ever advertiser-funded partnership with BBC Good Food matching Baxters’ products to editorial Boxing Day recipes
Business growth?:
Baxters’ best ever sales performance at Tesco and an ownable idea to replicate at fi xture and on pack
Posted by James on July 28th, 2011
