Award-winning integrated agency Haygarth has been appointed by Border Biscuits to deliver a new nationwide campaign.

The Scottish biscuit producer has undergone a significant brand refresh and launched a trio of NPD in a bid to become the UK’s number one accessible premium biscuit. Haygarth has been tasked with crafting a compelling nationwide campaign to bring new brand positioning ‘making moments matter’ to life.

The above-the-line campaign will activate in press, out of home, digital and social through May and June, and Border Biscuits is investing £5m marketing spend in the rebrand.

Marcus Sandwith, CEO of Haygarth, comments: “Border have shrewdly identified a £190m retail opportunity within the accessible premium category and this investment puts them in a strong position to capitalise on it. We have created a campaign which maximises their new sleek and modern brand and brings the story of these special biscuits to life.

“Haygarth delivers meaningful brand engagements that amaze and persuade consumers, ultimately delivering incremental sales. Our work for Border Biscuits is no exception and we are proud to bring Making Moments Matter to the masses through our brand platform ‘made for a higher biscuit purpose’ and help drive further growth for Border in the UK.”

Suzie Carlaw, Head of Brand at Border Biscuits said of the appointment: “We were impressed with Haygarth’s track record of delivering eye-catching campaigns which capture the attention of the public. The new look and feel of Border Biscuits is bold and packs a punch, and Haygarth have done a fantastic job of bringing it to life through the campaign and through the new brand platform and positioning. This is a very exciting time for Border Biscuits as we aim to become the UK’s number one accessible premium biscuit.”

Border Biscuits was founded in 1984 in Lanark, Scotland, and is Scotland’s number one premium biscuit brand. It has launched NPD Dark Chocolate Orange biscuits and Dark Chocolate Orange bars, with more to follow later in the year.

Haygarth is a creative agency based in London and part of the global Omnicom Commerce Group. With a string of accolades, the agencies most recent award wins include two golds and a silver at the Institute of Promotional Marketing (IPM) Awards earlier this year.

For more information about Haygarth, visit www.haygarth.co.uk.

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Experiential marketing experts N2O helped bring Christmas cheer to Tesco shoppers. At a time when the country was under the severest conditions of lockdown this campaign delivered on two fronts, providing some heart warming entertainment for shoppers as they queued to get into store whilst providing employment opportunity for the cultural industry, which was perhaps the hardest hit sector after frontline workers.

This innovative campaign was based on providing a live Panto experience in short, 3 minute sketches ending with a song (repeated every 20 minutes) and at other times the cast would interact casually with customers. In addition, every 3 hours there was a 30 minute carol and song service.

[vimeo url=”https://vimeo.com/541575711″ width=”500″ height=”300″]

The cast of 775 were professionally sourced, rehearsed and costume fitted. The scripts were specifically written for three old Panto favourites; Aladdin, Cinderella, and Peter Pan. These entertainers performed at 125 stores over two days and brought much needed cheer to well over 1m customers queuing to get into store because of restricted access. This campaign was a winner on so many levels.

Judges’ quote

“N2O’s campaign for Tesco was full of festive spirit. Creating panto magic to put a smile on shoppers’ faces without demanding anything in return, creates goodwill with customers well beyond the pandemic. To also provide work to nearly 800 actors when theatres were closed, showed how a campaign can benefit everyone involved – Oh yes, it did!”

N2O; Nigel Clifton, Head of Creative

Tesco; Will Baker, Head of In-Store Customer Communications

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At the very peak of the Covid pandemic, the DfE needed to find a solution to providing school meals for a growing number of household beneficiaries. The quickest and most flexible solution was to provide eligible families with vouchers that could be downloaded or requested by post and redeemed in nominated retailers.

Speed to market was absolutely key to the success of this much needed benefit support. The DfE turned to Edenred, an existing voucher scheme organisation who through their “Select” platform had a model that could be adapted for the campaign, with its own tool kit and business rules specific to the benefit programme. Within the dedicated portal there was advice and guidelines to ensure the public, schools and retailers could engage with the scheme with minimal fuss.

[youtube url=”https://www.youtube.com/watch?v=uqg0oj1Yzac” width=”500″ height=”300″]

This scheme was delivered in an incredibly short lead time enabling the DfE to mobilise this very high profile programme in record time. The scheme came in for a lot of press and public scrutiny, but the results were quite spectacular, over 128m meals were delivered by the end of summer through £483m government spend and 94% of user satisfaction with the scheme and its processes.

Judges’ quote

“The scale of the activity was amazing, and it must have been a pretty monumental undertaking. To maintain above 90% satisfaction in the process is seriously impressive, particularly for a scheme surrounded by negative publicity.”

Credit: Colin Hodgson, Edenred

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We continue with our showcase of incredible campaigns carried out by members of our community through the Covid pandemic period. These cases were selected by our panel of judges as having used creativity or incredible management skills to support the Covid cause or to overcome the problems created by it.

Our feature this week includes Promotigo; using their data and marketing skills to assist the leisure sector to manage the restricted opening up regulations.

Guest Visit by Promotigo; Helen Millichamp Managing Director

Scan, track and welcome back

[youtube url=”https://www.youtube.com/watch?v=Xqkt5jvLyYQ” width=”500″ height=”300″]

In June 2020 as the Covid pandemic looked to be easing, pubs and restaurants had the opportunity to reopen but only under very specific controls. Businesses already in considerable turmoil faced the challenge of having to register every guest who came back to their venue, making sure they adhered to all the government guidelines, and with the specific outlets having responsibility to ensure it complied with fairly complexed data rules and privacy policies.

Promotigo, a promotional platform used for campaign and data management, evolved their platform to create an end‐to‐end journey for venues and visitors to meet government requirements. Outlets could register themselves and create their own unique QR code identity so guests could safely and efficiently register themselves via their phones. The QR code was easy to use and could be displayed throughout the venue where appropriate. As the system was virtually self managed it allowed staff to focus on reopening their doors without the risk of hefty fines or complex procedures. It was so successful it was later adopted by the government with the launch of their tracking app in October 2020.

Judges’ quote

“This was a simple and easy solution to an increasingly relevant challenge across pubs and restaurants in the UK, and the fact that the government later followed this same method with their tracking app is testament to the efficiency of the product.”

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We continue with our showcase of incredible campaigns carried out by members of our IPM community through the Covid pandemic period. These cases were selected by our panel of judges as having used creativity or incredible management skills to support the Covid cause or to overcome the problems created by it.

Here we feature Work Perk, who demonstrate the power of sampling within a case related focus.

Moments of happiness in the toughest of times

Maddi Graham, General Manager, The Work Perk

Campaign Video Watch

Employee rewards and sampling specialists The Work Perk, know more than most the benefit and effectiveness of product sampling. In this case study they demonstrate real creativity in bringing their operational expertise to the aid of critical workers within the NHS and other frontline organisations.

Faced with difficulties in maintaining normal sampling distribution techniques The Work Perk inspirationally directed all its sampling campaigns towards supporting critical workers. With a staggering total of almost 4 million samples from the likes of Kenco, Cadbury, Cif, Heinz and more, which were specifically targeted to appropriate sectors, The Work Perk showed how existing resources could bring moments of happiness to critical workers both in the UK across the globe, at a time when they needed it most.

Judges’ quote

“The Work Perk were flexible and nimble in adapting their core services to effectively leverage their

pandemic‐driven campaign through a multiplicity of channels, underpinned by a digital hub and

upscale it through the power of big brand support around a worthy cause.”

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In the second of our 6 featured cases from campaigns carried out through the Covid pandemic we have another case that we think showcases our industry’s specialism and creativity in overcoming very difficult circumstance.

All of the 6 case studies were selected by a panel of judges from a much wider pool of impressive work carried out by IPM member organisations and this week we are featuring this submission from Whistl.

Whistl

Campaign Management

Karen Roberts, Account Director and Mark Davies, Managing Director, Whistl (Doordrop Media) Ltd

Becs Phillips. Marketing Manager, RNLI

An impressive doordrop rescue

Many of the RNLI’s conventional forms of fundraising were closed-down due to Covid 19 restrictions, stemming vital funding. In addition, the organisation faced increased cost in ensuring their lifesavers were kept Covid safe during continued operations. Alternative methods of fundraising needed to be found to raise a targeted £880k in donations.

The RNLI turned to Whistl who by using donor data and their refined predictive modelling techniques identified specific areas to target potential donors. Whistl also provided support in the creative to help ensure it had maximum impact on delivery.

The campaign helped raise almost £1 million for RNLI, exceeding previous expectations and ensuring that Covid‐19 hadn’t meant a lost summer of fundraising for this remarkable life‐ saving cause. The ROI on this campaign was outstanding and the very nature of this technique meant that 45% of responding donors were new to the RNLI.

Judges’ quote

Whistl did what all good marketing should – target people where they are most receptive. And during a national lockdown the power of doordrops became even more relevant, helping a well-deserving cause stay front of mind even when they couldn’t be face to face, to exceed RNLI’s fundraising targets

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In the first of our 6 featured cases from campaigns carried out through the Covid pandemic we have this example that we think showcases our industry’s specialism and creativity in overcoming very difficult circumstance.

All of the 6 case studies were selected by a panel of judges from a much wider pool of impressive work carried out by IPM member organisations and this week we are featuring this submission from TLC.

One Million Meals

Campaign Managers

Rob Scott, Group Creative Director, TLC Marketing Ltd

Client name,  OMM

Feeding frontline workers for free

Campaign Video

One Million Meals (OMM) was the creation of an entrepreneur who wanted to tackle two of the highest profile aspects the Covid 19 pandemic in one solution. Support and feed our frontline hero’s – Keep our catering industry alive. Through the creation of www.onemilliommeals.uk donors were able to donate at various levels and the proceeds were used entirely to supply frontline staff with wholesome hot food created from local restaurant / catering organisations. A truly fantastic concept but as with many philanthropic endeavours in a not-for-profit enterprise they lacked the media exposure to get the traction needed to be successful.

OMM engaged TLC’s creative department who used design, creativity and its media contacts to achieve valuable cut through at a time when every other charitable cause was trying to do the same. Donating their time for free, TLC breathed new life into the logo and secured over £100,000 of free media, including celebrity endorsements from David Beckham and Amir Khan. The campaign was recognised by the Prime Minister Boris Johnson who sent a personal message of thanks to the founders. How they managed to get the Proclaimers to agree to the re-wording of “500 miles” is just one fantastic example of their boundless energy and resourcefulness.

Judges’ quote

“While, by their own admission OMM was “late to the party” you can’t deny the impressive list of media‐friendly names who endorsed the activity and the positive intent behind it.”

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Nestlé has launched a luxury, handcrafted personalised Kitkat to gift mothers an ultimate break this Mothers Day.

From now until the end of April 2020, the KitKat Chocolatory is available directly from Nestlé through a new online shop (www.kitkatchocolatory.co.uk). The webshop marks Nestlé’s first-ever move into a direct-to-consumer offering for its UK confectionery business.

The KitKat Chocolatory brings with it a whole range of experiences, including the option to create your own expertly handcrafted KitKat and design personalised packaging for your bar.

Rabia Khan, Head of KitKat Chocolatory for Nestlé, said: “We know how much people love experimenting with new and exciting KitKat flavours. Our KitKat Chocolatory webshop elevates the experience to the next level by offering consumers the chance to create bespoke bars that are handcrafted by expert chocolatiers. Beautifully packaged in a personalised gift box, our luxury KitKats make the perfect present for Mother’s Day, as a fun alternative to an Easter egg or indeed for any occasion when you want a special gift to show someone that you are thinking of them.”

At the heart of KitKat Chocolatory is the eight-finger ‘Create Your Break’ option, which offers nearly 1,500 different flavour combinations from four different chocolate varieties: milk, dark, white and ruby, and a host of diverse ingredients including shortbread pieces, salted caramel chunks, honeycomb and rose petals.

Every KitKat sold through the Chocolatory will be individually hand-crafted by expert chocolatiers in the UK. The eight-finger ‘Create Your Break’ bars will be made to order based on the choices of shoppers from the range of ingredients listed above. Each bar features one of four varieties of chocolate and three different inclusions.

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Asahi Super Dry, the No1 Japanese Beer in the UK1, is set to launch its first fully-integrated through-the-line ‘Karakuchi Nights’ campaign, the launch of a high reaching broadcast digital media plan ‘Discovery is Calling’, and the introduction of ‘The Masters of Karakuchi’ bartender programme.

‘Karakuchi Nights’ launched in Manchester last week and will roll out across participating cities and outlets until October 2020. Reaching an estimated 3.4m target consumers, the Japanese experience will deliver an in-venue pop-up experience, driving trial in 50 outlets as well as 120 nationwide sampling opportunities.

From May,  a broadcast digital campaign based around the concept of ‘Discovery is Calling’ will showcase Asahi Super Dry as a beer brewed for the curious, from a place that peaks audience curiosity. Targeting London and other major UK cities, the 30” video will appear across a mixture of Video on Demand, OOH, Digital and Social platforms.

Alongside consumer-focused campaigns, Asahi Super Dry will also be launching a new bartender advocacy programme, ‘Masters of Karakuchi’. The bespoke programme will be based on three core pillars of ‘Teach Me’, ‘Inspire Me’ and ‘Reward Me’ to spark discussion in front of and behind the bar between customers and bar staff and ultimately celebrate those that deliver exceptional customer service.

The programme has been initiated to support the importance of the two-part Karakuchi serve. A recent report, of venues who execute the two-part Karakuchi serve saw a ROS increase of up to 33%3. The programme will be supported via a new Asahi Super Dry Instagram profile exclusively for participating bartenders, which will deliver instant prizes and rewards for those that perfect the two-part Karakuchi serve.

Tim Clay, Managing Director of Asahi UK, said: “We wanted to build on the success of last year’s City HITs, coming back bigger and better in 2020 to make sure that Asahi Super Dry is front of mind for beer lovers. Both Premium and World Beer categories continue to go from strength-to-strength and Asahi Super Dry is perfectly positioned to capitalise on these ongoing trends. The brand is growing at a phenomenal rate so it’s exciting to explore even more ways to drive home the Super Premium credentials of the beer and we’re really looking forward to seeing the response to the various activations.”

Later this year, Asahi Super Dry will also run on-pack promotions – offering consumers the chance to ‘Win A Trip to Tokyo’. More detail to be shared at a later date.

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