The Met Office is a world-leading provider of weather and climate services and is consistently one of the top two operational weather services in the world. Their Unified Model is recognised as the leading numerical model for weather forecasting and their supercomputer is one of the largest in Europe and carries out 1,200 trillion calculations per second!
The Met Office has a number of commercial divisions, one of which is retail. Chalk & Ward Advertising was successfully appointed as a marketing partner to launch the newly developed portfolio of retail weather forecasting products, DemandMet™, to the FMCG multiple retail market.
Retailers risk losing millions when the weather changes, through low stock levels, empty shelves and disappointed customers. However, with the use of DemandMet™ retailers are able to minimise potentially huge costs by keeping shelves stocked with the right products when they are needed and when demand is high.
We knew the product was going to be well received by the target audience as it was developed in consultation with retailers. The challenge was getting in front of them! Contact details of head buyers in the likes of Tesco, Asda and Arla Foods are very closely guarded!
We approached the project by creating a high impact advertising strategy, both the creative execution and media planning was key to success. By utilising the food market bible, The Grocer, it put us in a position to directly target the ever elusive buyers of the UK FMCG market. Offline and online platforms were used to launch DemandMet™ within a supply chain focused printed supplement, with impactful advertising and a full page editorial which created the bang the Client wanted.
Over the following weeks, we undertook supportive, online advertising to extend reach and created a lead generation campaign, with technical whitepaper, direct to the inbox of 19,000 targeted contacts.
The success of the campaign has been paramount, generating (to date!) 429 individual leads for the Met Office to follow up. Since the positive outcome of the DemandMet™ launch in the Summer we have been appointed to undertake the next campaign for a new Met Office product.
Chalk & Ward Advertising was original and commercially astute in the strategic approach to the brief which resulted in tangible results for us to follow up. We look forward to working with them again.
– Basia Napiorkowska, Marketing Manager, Met Office