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Pritchitts Potted History Promotion
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Objectives
To create an interactive campaign that would drive new interest, whilst maintaining and protecting Pritchitts’ position as mini pot category leader. In addition, the campaign was to underline Pritchitts’ reputation for and heritage of quality and innovation.
Target Audiences
• Pubs
• Restaurants
• Hotels
• Contract caterers – cost and profit sectors
Strategy
To develop an integrated campaign that relied on using new media to reach the customer directly. Designing a landing page to promote a competition and capture customer data, The Hub implemented a two-week online competition on CatererSearch to win vouchers for a fellow iconic brand. Playing on the design heritage of the milk jigger, entrants were invited to enter the competition through MPU buttons that were strategically positioned on the CatererSearch site.
Results
Generating over 100 entries from across country, the competition and its design underlined the client’s reputation for innovation by using new media. Reaffirming Pritchitts as the category leader and protecting its market share, the promotion attracted many new customer leads through sample request mechanic. |
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