The task
Launch Aviko’s range of frozen potato products into the grocery & convenience retail channel and help to drive widespread awareness, distribution and sales.
The solution
Getting cut through in the highly competitive but fast growing retail channel is tough. But with Aviko’s leading foodservice credentials and new range tailored specifically to meet the needs of the retailer and the shopper, we knew it was going to be an attractive proposition for the trade. We just needed to make sure they heard about it and trialled it.
Together with Aviko we developed an integrated trade communications campaign focusing on trade PR, trade advertising, online and social media. Our approach ensured we had a strong presence in trusted trade media titles (both print and online) which continue to be a highly influential source of information for retailers. Driving news coverage around the product range as well as providing commentary and insight for important category features has been key to raising awareness and driving a call to action. Using paid media advertising in print as well as online also helped to further elevate the brand’s presence in the trade media.
Our digital and social team has also given Aviko an important and necessary presence and voice online and through social. Using these channels we have been able to drive engagement, create conversation and deliver useful information, advice and insight around our products and the frozen category.
We have also supported the client with wider promotional sales materials and customer trade marketing activity for key accounts including Palmer and Harvey, Costcutter, Nisa and Bestway. This ensured a joined up and integrated approach across all trade media and customer touch points.
We also created a number of case studies with successful convenience retailers who have driven excellent sales with Aviko. Using written testimonials, video story-telling, advertorials and social media activity we were able to showcase their success and communicate their advice and top tips to other retailers, harnessing the power of peer-to-peer advice.
Results
PR coverage generated during the campaign has reached a circulation of more than 500,000 and combined with highly targeted social media, trade advertising and trade marketing it has contributed to Aviko becoming the UK’s fastest growing frozen potato brand* with annual retail sales in excess of £500,000.
Shah Khan, Marketing Manager, Aviko says: “Launching into retail has been a hugely important move for Aviko and we are delighted with the response we have received from both retailers and shoppers. We have won some exciting new listings in grocery, convenience and wholesale and we are rapidly becoming an established and much-loved brand in the retail market. We are now the fastest growing frozen potato brand in the UK which shows just how far we have come and just how far we can go. Working with Jellybean we have been able to use integrated trade communications with great effect to get our name out there and get our voice heard in what is a really competitive market. I am delighted with the results that we have achieved to date.
*The Grocer Top Products Survey 2017, Top 20 frozen potato brands value and volume sales % growth, Nielsen Scantrack MAT 09 September 2017
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