debbie&andrew’s autumn campaign kicks off with a series of experiential and social media activities that coincide with British Sausage Week. These mark the start of a dynamic new season of marketing activitites which continue to build brand awareness and to support the growing community of debbie&andrew’s fans. The aim is to build sales for retailers leading into Christmas. Kicking off the activity, debbie&andrew’s set up the first ever ‘Tweet To Eat’ pop up sausage sandwich kitchen which served up free sausages for Londoners. Visitors to the pop up exchanged a tweet #ideserveasausage @d_a_sausages for a free sandwich. This took place on 3rd November adjacent to Liverpool Street, one of London’s busiest stations.
Social Media Campaign, Sampling & Competitions
The activity on November 3rd saw the start of a new social media programme marked by a recently launched Facebook initiative as well as the Twitter campaign. This is supported by a busy schedule of promotional activities in print and through broadcast media. To achieve this debbie&andrew’s is using three agencies, Hot Cow, The Clear Group, and Hartley PR. This investment aims to reach at target audience of 2.5 million with brand engagement through sampling, vouchers and competition entries. All the activity is reinforcing the brand’s values of ‘A Real Taste of the Country’.
New Sausage for British Sausage Week
The ‘Tweet to Eat’ activity featured a new gluten, wheat and dairy free variety, debbie&andrew’s ‘Kentish Apple and Cider Pork Sausage’. The sampling was supported by a major radio push throughout British Sausage Week utilising leading commercial stations to run competitions and share their Tweets. This activity will be backed up with further competitions through key food magazines and websites.
Nominations and Awards:
In the same period, debbie&andrew’s Perfect Cumberland Pork Sausage was joint winner of the British Sausage Week ‘Best Branded Traditional Sausage’ Gold Award, while it’s Perfect Pork Sausage won The Grocer New Product Award in the Meal Centre Category. debbie&andrew’s is also currently nominated for the Sainsbury’s Food & Drink Award, the Quality Food Awards and the Free From Peoples Choice Award.