CATEGORY 13: Best channel marketing campaign
SPONSORED BY
WINNER: Nestlé FoodServices
AGENCY: McCann Erickson Business Communications
CAMPAIGN: ‘Britain’s favourite events’
N
estlé FoodServices (NFS) is the
the 12-month period.
UK’s largest food service business.
Branding all tins in all
As well as providing food service
consignments gave
operators with a choice of leading consumer
business customers the
brands,NFS increasingly goes into opportunity to take
partnerships with customers with promotions part in the promotion
which help them increase their top and without needing to alter
bottom lines. stock keeping systems
For the campaign to be successful,not to manage the
only did consumer demand need to be distribution of
stimulated but distributor and buyer promotional and non-
requirements had to be factored in as well. promotional stock at
The objectives were to: the same time.
•
Maintain the volume of Nescafé sales
•
Increase the value of Nescafé sales
Cash-and-carry
•
Increase the tonnage delivered by 33 per
In the cluttered
cent during the promotion
environment of the
•
Establish NFS’s dominant presence within
cash-and-carry where
the food service environment.
customers are trying to
As Nescafé is the UK’s number one selling
get in and out as quickly
coffee brand it can justifiably claim to be the
as possible,
nation's favourite.The promotion created a
communications had to
link between Britain’s favourite coffee and
be simple and direct.
Britain’s favourite sporting events.
The campaign was
Six major events encompassing six
supported by 48-sheet
different sports were selected as prizes:the
posters,entrance
British Grand Prix,the Open Championship,
posters,bus stop
Wimbledon Final,Six Nations,the Grand
posters,aisle-end
National and a cricket test match.To
boards and promotional
enhance their value,VIP packages were
packs.Participants
created which included two tickets for
were also offered
reserve seats,a champagne reception,fine
overlays for £10 Ticketmaster gift cards. also invited businesses dealing in office
dining and free bar plus £300 to spend.The
Communication had to be direct and to- products to visit a Nestlé microsite which
prizes were deliberately populist and inclusive
the-point within the catalogues of delivered
explained the profit opportunity of selling
to maximise the perception among the target
wholesalers.Telesales teams were provided
coffee into offices,and also simple training
audience that there was a realistic chance for
with training and sales tools.A simple
tools on how to sell coffee.
them to win and therefore maximise
spinning wheel device presented the
Free promotional material for dealers to
participation.
range of incentives,while a Ticketmaster
send to their customers was available for
This created excitement,while a visual
overlay allowed the value of the prize to
download,both in printed form and via email.
mnemonic of the ticket was created to run increase based on sales made.All teams
across all materials and all channels and to were supplied with materials to distribute
Point-of-sale branding
For vending operators,branded point-of-sale
communicate the range and variety of prizes to their customers,further expanding
and cups were provided to deliver the
on offer.Importantly the promotional theme the reach.
promotion directly to end-users.For systems
and ticket device allowed customers to Nescafé also provided leaflets for resellers
machine users,the material was adapted to
introduce their own offers and incentives, to distribute,which included space for order
suit the environment and coffee machine
without compromising Nescafé ownership of codes and customer-specific overlays.
branding in store.
the promotion.
Office stationery dealers The campaign gave Nescafé an 83.3 per
Direct to end users To continue the ‘Britain’s favourite’theme, cent share in the market with a 75 per cent
Direct communication with end users was via the promotional tins available to the office redemption target within the first quarter.It
email,PR and on packaging.Customer stationery market were linked with a free £5 also enabled the firm to maintain the value of
partners also joined the promotion and fashion voucher for high street stores. its sales when compared to the equivalent
communicated it to their customers.All tins All fulfilment and logistics of the period in 2005 in a declining market.
entering the food service market were promotion were handled by the wholesalers, In the office stationery market volume
replaced with promotional branded tins,each using unique order codes for the tins. grew by 17 per cent,value grew by 28 per cent
showing all the prizes available throughout Advertising in the stationery dealer press and over 1000 dealers visited the deal website.
22
For more information on the winners, go to www.b2bm.biz/awards
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