Easy enough, right? Well, not exactly, when you consider how competitive the FMCG marketplace is, particularly given that we were starting with zero brand awareness. Add in a target audience of the UK’s leading supermarket category buyers (who are impossible to engage with) and suddenly you’ve got a mammoth task on your hands.
But strategy is what we do here at Chalk & Ward Advertising, so we put our thinking caps on and devised a plan for how best to penetrate this fiercely competitive market from a standing start. Our strategy was two-fold – firstly, target the trade audience with the aim of getting Café Royal listed on supermarket shelves, then build the consumer awareness once this foundation was in place.
One thing was obvious – we had to make a big impact and make sure the key decision makers knew exactly who Café Royal are, and what they stand for. So, how do you get noticed by the key decision makers? Simple… get them all in one room and serve them your fantastic new product.
A multi-channel campaign congratulating the winners followed, and suddenly we had established a brand new player in the UK coffee market. The campaign was a huge success, both for us, and more importantly, Café Royal. Instant brand awareness meant new, strong leads, with buyers currently being engaged to discuss highly lucrative supermarket listings.
We’ve got our lips sealed when it comes to some of the exciting plans we’ve got, both for the B2B and B2C markets, but you can be sure that you’ll be seeing a lot more of the Café Royal brand in the next year and, as with everything we do here at Chalk & Ward, we’ll be making a big impact.