CASE STUDY: 'Foodie' Readers Engage With Sharwood's New Wraps

Provided by Time Inc. UK
IPC helped build awareness and drive trial of Sharwood's new chinese and indian wraps
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What was the Challenge / Background of the Campaign?

Our readers love experimenting with food and trying out new recipes and flavours. They get pleasure through food (59% of Woman readers), love to try foreign dishes (76% of Essential's), and are significantly more likely than the national average to have visited an Indian restaurant or bought Chinese ready meals recently (NOW & Pick Me Up). This audience is time-poor and goes to the internet to get inspiration for recipes which can save them precious time, with recipes accounting for 48% of site traffic.

What was the Campaign Objective?

Build awareness of Sharwood's new Chinese and Indian wrap kits and create trial experiences that engage consumers and drive them to try something new. Communicate the quality, versatility and uniqueness of the product through experiences. Specifically the aim is for the kits to appeal to ABC1C2 Women aged 25-54. Reassure Sharwood consumers that wrap kits are easy to make, as well as conquer new consumers through inspiration - suggesting interesting recipes and occasions to have wrap kits.

What was the Solution?

Coinciding with the Olympics, the big launch in June was aimed at giving readers the tools to have an Indian/Chinese party to feel like they were somewhere exotic for a moment (since many people stayed in the UK rather than going abroad). The rest of the campaign was done in a 'Q&A' style, where different readers (families, couples and young professionals) spoke about their food dilemmas and the solution we put forward was Sharwood's Wrap Kits.

What were the Results?

IMPACT OF CAMPAIGN Responses to the campaign were very positive. 8 in 10 readers said they found the features informative and interesting, whilst 6 in 10 website visitors described the ads as memorable and rated them as excellent/good. AWARENESS The campaign resulted in an increase in brand and product awareness. BRAND PERCEPTION After the campaign, 63% agreed that 'Sharwood's wrap kits are a quick and easy way to feed your family during the week' - this was a 44% increase!

What were the Key Learnings of this Campaign?

Working in conjunction with the print campaign, online videos of readers creating their own Sharwood wraps inspired those watching through their trial experiences. 55% of those exposed to print and/or online said it made them want to buy Sharwood's wrap kits with 41% of the target audience going and looking for Sharwood's wrap kits in the shops. Almost a 1/4 said they purchased a Sharwood's wrap kit after seeing the campaign.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details over 1 million ABC1 women, 35-54
25 - 34
35 - 44
45 - 54
Female
ABC1
C2
Main Shopper
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All RegionsAll YearBUILD AWARENESS
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