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Archive for March, 2015

My Favourite Easter Marketing

Tuesday, March 24th, 2015

I love Easter – not for all the chocolate eggs, but because I get to talk about my favourite Easter Marketing Campaigns.

It’s also that time of year that it starts feeling like spring, everyone has a spring in their step, there is a positive vibe in the air and we get to chill out with our families (as well as remembering why we mark Easter of course).  Businesses are also starting to get into the swing of things after the lull that sometimes occurs at the beginning of the year and well laid plans are starting to get going.  Perhaps it’s just me, but things just seem to pick up and get with it in the run up to Easter.

And, of course there are lots of great marketing ideas and campaigns out there that i really enjoy keeping an eye out for.

Aldi’s Favourite things:

This year Aldi has launched a lovely advertising campaign with their ‘favourite things’ promoting their premium range.  I’m a secret Sound of Music fan, so I love the theme of the advert.  According to the website ‘The Drum’ Tony Baines, managing director of corporate buying at Aldi, said the retailer wanted the advert to reflect that its stores are “the home of everyone’s favourite things”. And with their market share of middle class buyers significantly increasing, this is a well timed and effective campaign.

The Real Easter Egg:

This is a campaign I really like; The Real Easter Egg is the first and only Fairtrade chocolate Easter egg to explain the real meaning behind Easter.

Although I am a Marketing bod and I do a lot of promotion for clients around special occasions, seasonal events etc, I often feel they are all very commercial and we forget the real reasons why we celebrate these things in the first place.

There are 80 million chocolate Easter eggs sold each year in the UK and the Real Easter Egg company give donations to their farmers to invest in their community.

I think this is a cracking (excuse the pun) way to celebrate Easter and promote business.

Cadbury’s Creme Egg:

I don’t know if you were surprised this year when there were Easter eggs in supermarkets in January.  I nearly fell over my shopping trolley when i saw them.   It seems like these things creep into the shops sooner each year.  And it seemed ridiculous that there was a huge debate over the popular Creme eggs in January as well!

The producers of the Creme Egg changed the recipe and used Cadburys chocolate instead of Dairy Milk.  The public were so enraged that they dared to change a old classic, that the campaign went viral and it became known as #Cremeegggate as a result.

Some say this was a risky strategy; however was it really a well planned PR stunt?  It could have been detrimental, however it got lots of people talking about it, which could inadvertently get people buying and therefore increase sales.  The Creme Egg doesn’t appear to be too different, so a timely piece of marketing if you ask me!

Marketing has really moved on over the years and now it is a really big commercial opportunity for businesses to sell their products and promote their businesses.  Have you thought how you could promote your business this Easter?

Country Puddings recognised as a ‘Food Star’

Monday, March 23rd, 2015

Country Puddings has been recognised as a ‘Food Star’.  Fifty of the country’s most promising food and drink entrepreneurs were recognised as “Food Stars” for their contribution to the UK’s growing economy.  Country Puddings, based near Penrith was selected from hundreds of award-winning businesses and invited to Downing Street for the launch of the scheme.

The revival of UK food and drink, particularly in Cumbria has seen a new generation of entrepreneurs emerge, whose innovative ideas and can-do attitude are creating jobs in local communities and contributing to the record £103 billion generated by the food industry last year.  The first initiative of its kind, Food Stars is part of a wider government drive to inspire entrepreneurial activity across the UK as part of our long-term economic plan.

Lynne Mallinson, Managing Director of Country Puddings visited Downing Street in March for the launch and met leading figures in retail and food including Justin King, former CEO of Sainsbury’s, and Dame Fiona Kendrick, CEO of Nestle UK and Ireland.

Lynne comments,

“I was delighted to be selected as a Food Star and it came as a complete surprise.  At Country Puddings we work very hard to ensure we produce delicious puddings, using local ingredients that are made by a small team in Cumbria.  We have high standards and processes and it was fantastic that this has been recognised by the government.  We are proud we have played such a strong role in the UK and local economy.”

Along with the other 50 Food Stars’ Lynne attended master classes on topics from exporting through to social media, and receives a package of continued support from the Food and Drink Federation (FDF) and Cranfield University over the next year. This includes a tailored information service and access to a range of events and development opportunities in agriculture and food, the environment, management and leadership.

Launching the Food Stars network, Environment Secretary Elizabeth Truss said:

“We are a nation of firsts; we invented self-raising flour and introduced the first modern chocolate bar. As a country we’ve always been a place where sparky entrepreneurs come up with great innovations in food and drink, people with the ambition to grow and take on the world.

Now is the time to celebrate that success which is helping grow our economy – that is why we’ve created Food Stars to recognise the bright innovators of today and support them to become the major players of tomorrow.”

Food and farming remains the biggest manufacturing sector in Britain, employing 1 in 8 people. There is no better time to join the growing number of innovators in food and drink – in 2013 entrepreneurs set up 30,000 new food and drink businesses generating thousands of jobs in the sector.

Exchequer Secretary to the Treasury, Priti Patel, said:

“These are exciting times for the UK food and drink industry, as British brands have never been stronger worldwide. Now is the time to take advantage of the opportunity to create some world-class products that will compete on an international level and create jobs and growth for the UK in the process”.

Country Puddings have gone from strength to strength over the years and continue to grow.   In 2014 they received orders from two new customers.  Retail giant Ocado, who are the largest online food retailer in the world, bought 13 lines from the pudding manufacturer.  Online orders are doing well it also gives Country Puddings the opportunity to sell their puddings via the internet, which they’ve not been able to do in the past.  They also took orders off Wholefood Market; an American supermarket chain who specialise in organic food who have 9 stores throughout the south of England and Scotland.

You can find out more about the awards and Country Puddings at www.countrypuddings.co.uk

Mother’s Day Marketing

Tuesday, March 3rd, 2015

Mother’s Day Marketing – is it something you’ve considered before?  Well, we’ve been inundated with seasonal events over the past month or so – Valentine’s Day, Pancake Day and we’ve got Mother’s Day approaching fast as well (Sunday 15th March 2015), so it’s a great time to start thinking about if you’re going to use any marketing opportunities to take advantage of it?  These events are all very well and good, but have you put your ‘strategic’ marketing thinking cap and made the most of the opportunities they present for your business?

By thinking of some creative ways to market your business during these events can help you raise brand awareness, gain press coverage and attract people to shop with you.

1 – What about offering a discount to Mum’s on Mothering Sunday (Mum eats Free)?

2 – Asking Pinterest users to pin their favourite childhood recipes?

3 – Run a Mother’s Day competition and give something away?

4 – Create a “mum memory” hashtag on Twitter, and kick off a flurry of mum-praising tweets or a #ThrowbackMothersDay (instead of #ThrowbackThursday #TBT) and ask users to post old photos of themselves with their mums?

5 – Running a competition for local children to design a Mother’s Day card that you send to some of your customers?

There are a whole variety of things you could think about doing, for all sorts of events to market your business effectively.  Get your thinking cap on and see what you can come up with!

P.s – The photo is my favourite one of me and my Mam when I was born #throwbackmothersday #TBMD