John Smiths racing: winning by a creamy head
With John Smith’s brand equity on the skids and with sponsorship of the Grand National in the offing, we had to do something different.
Something more headline-grabbing than sticking a logo on a jockey’s arse (although we did that as well).
So we surrounded the racegoers with cheeky horse racing-related messaging on their journey from the city centre to the racecourse. And we also bought a racehorse and gave every John Smith’s customer the opportunity to own a share in it.
This campaign was a winner. Brand equity grew by 13pp over the two-year campaign and achieved a 569% sales boost in Tesco and over 2000% in Asda.
Consumer Segmentation | Marketing Strategy | Comms Planning | Creative Development
Case studies to get your teeth into
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![Lactofree Marketing Strategy]()
Arla Lactofree feels good
The alt dairy market was growing. But the good-for-your-gut Arla Lactofree brand was lagging behind its competitors.
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![Spoon Cereals Marketing Strategy]()
Spoon Cereal tastes success
Newcomer Spoon Cereals had elbowed their way onto the shelves of some major retailers. But the challenge was to keep them there and grow their rate of sale.
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![Weetabix Marketing Strategy]()
Back of the net for Wetabix
Although Weetabix was still the UK’s favourite cereal, fewer shoppers were buying it and the long-term health of the brand was at risk.
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![Weetabix Marketing Strategy]()
Good result for Wem-ber-ley buyers
Buyers are a hard-to-impress bunch. So we had to get them excited about the launch of a load of Weetabix’s new products with a money-can’t-buy experience.
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![Weetabix Marketing Strategy]()
Weetabix tops the favourites list
With everyone shopping from home during the pandemic, we had to make sure the UK’s favourite cereal made it onto the weekly online shopping list.
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![Weetabix Marketing Strategy]()
When ‘Beans on bix’ broke the internet
Sure. Weetabix is a British icon but it just wasn’t as relevant as it should be. So we got clever and looked beyond traditional media to give it a boost.
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![Arla Marketing Strategy]()
Arla farmers are paid more for a pint
With the price of milk crashing and farmers struggling to make ends meet, research showed that 63% of shoppers were willing to pay more for a pint – if that money went directly to farmers.
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![Weetabix Marketing Strategy]()
Weetabix ads are a recipe for success
Weetabix advertising RoI had flattened and needed a rethink to improve cut-through.
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![Bulmers Marketing Strategy]()
New flavours burst through for Bulmers
Heineken’s Bulmers was getting seriously outdrunk in the market by newer fruit ciders like Koppaberg & Rekorderlig, as well as the more traditional Magners brands.
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![Arla Marketing Strategy]()
Arla gives shoppers more milk choice
In a price sensitive market, the UK’s largest dairy company, Arla, had the challenge of how to add value to one of the biggest categories in grocery.
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![Arla Marketing Strategy]()
Arla streamlines advertising output
Although Arla is a huge European advertiser, their advertising was disjointed because of the way the business was structured. Consequently, it wasn’t working as hard as it could.
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![Ocean Spray Marketing Strategy]()
Juicy mentoring for new marketing head
We were approached by fruit supplier J.O. Sims to mentor a member of their team who had recently been promoted to a marketing leadership role but didn’t have bags of marketing experience to fall back on.
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![Mighty Marketing Strategy]()
A Mighty fine launch plan
Mighty Drinks was growing fast. They were getting new products on shelves, but the process was slow and painful.
