Mole Valley Farmers is the country’s largest agricultural supplier. Adhering closely to their farming co-operative roots, they provide genuine, passionate support to the agricultural and rural community by offering a wider range of services. Chalk & Ward Advertising has worked closely with Mole Valley Farmers over the last 12 years to help grow the business as they continue to invest in their wealth of national stores.
Following an extensive refurbishment to the Yeovil store, their second largest after South Molton, Mole Valley Farmers required a comprehensive communications plan to drive footfall to the store in the lead up to the key retail Christmas trading period.
The objectives of the campaign were to attract new customers to the store, increase the frequency of shop and basket spend with existing customers, increase Sunday transactions and sign customers up to the Country Membership scheme.
In addition to the general awareness building of the newly refurbished store and brand position, it was also important to push Sunday opening hours.
The campaign was targeted at the ‘rural dweller’, both non-customers and existing customers.
Our recommendation was to hold a series of mini, weekend events and develop an integrated marketing campaign giving us the opportunity to sell ‘weekend life in the country’. The campaign aimed to deliver the feel good factor even though the evenings were getting darker and promote warm cosy winter clothing, walking the dog on a fresh, crisp morning and a family Sunday lunch cooked in the Aga.
‘A Month of Country Sundays’ kicked off mid-November, running until the end of December with a variety of special offers and events held each weekend. This included Sunday only offers, ‘Ask The Experts’ days, Sunday Roast tastings and the chance to win an organic meat box.
To promote the events, we created a suite of marketing materials for the store which included voucher booklets, point of sale, T shirts, posters and banners to name a few as well as a radio campaign and press ads to support the campaign. The campaign generated tangible results with figures up an average of 86% across the 5 weeks and new visitors up by 12%.
Similar campaigns are now being rolled out across other stores from the Mole Valley Farmers Group.