As part of its campaign to bring even more focus to McLelland’s Seriously® Strong Cheddar brand, marketing communications agency Multiply has gone all out with another perfectly-presented on-pack promo.
Denny Bros has worked with the Edinburgh and London-based Multiply on a number of Fix-a-Form promos in recent months – most recently offering a generous money-off voucher. The cross-brand promo hosted by Seriously® Strong Extra Mature cheddar offers customers 50p off Seriously® Strong Spreadable, a front-running full-flavoured cheddar spread that is making waves in chiller cabinets up and down the UK.
The Fix-a-Form challenged customers to try the intense cheese spreadable by using the easy-tear-out coupon. The 6-page resealable, leaflet-label contained all the details to make the promotion work including images of the spreadable product which comes in a number of special flavours. The over-laminated Fix-a-Form helped to give stand-out to the tempting label offer on the front aspect of the host cheese block to tempt both regular buyers and impulse purchasers.
Explains Scott Kennedy of Multiply: ‘Seriously® Strong Cheddar now has significant brand presence in the UK and the idea of the trialing campaign was to convert some of these loyal customers over to the increasingly popular spreadable variant.’
‘It is hard to get any form of POS material into supermarkets at the moment as shelf space is being charged at a premium so multi-page labels like Fix-a-Form are invaluable as they create much-needed added-interest around the brand.’
‘We like Fix-a-Form because it can be applied to an existing pack design and once on-shelf it gives the product a life of its own. We never know quite what to expect but it always gives the host pack a very competitive edge and encourages customers to look more closely at a wider brand-family.’
Stocks of the promotional packs where sold in-store in a far shorter time period than was expected.
Seriously® Strong Cheddar has recently been named one of the most popular food brands by UK shoppers – alongside Cadbury’s Dairy Milk – according to a consumer study by Nunwood which was featured earlier this year in Marketing Week.
Fix-a-Form from Denny Bros is the market leading multi-page leaflet label helping to communicate large amounts of text on-pack including brand benefits, cross-range product details, and multi-lingual information. Incentives such as competitions, inserts, vouchers, scratch-off panels, SMS text promotions, and collectables all help to win over the hearts and minds of those with spending power.
Denny Bros Ltd
Nicola Salisbury or Paula Armstrong
Tel: 01284 701381