CASE STUDY: 'SET YOURSELF FREE' - Free From Tour 2014
Provided by First Field Marketing
The UK are becoming more health conscious by the minute. Free From brands go on tour to showcase their free from products.
What was the Challenge / Background of the Campaign?
The UK continues to witness a rapid increase in demand for 'Healthy Alternative' brands. In 2012, the total free-from (gluten free, dairy free, sugar free etc.) sales in the UK were valued by K at £288m. This figure has grown by more than 25% during the last year. The campaign aimed to raise awareness of brands specializing in allergy and intolerance free, or 'free-from'.
What was the Campaign Objective?
To showcase leading 'free-from' brands specializing in allergy and intolerance-free products. Let consumers know what healthy alternatives are available to them.
What was the Solution?
To participate in UK's top five county shows sampling/selling directly to target consumer demographic. Create brand awareness, encourage trial and drive sales in the major multiples. This was done through branded display, sampling stands and banners, dedicated hospitality and sampling staff. OCADO £20 off your first shop coupons were handed out at all events. Local media/PR supported the campaign.
What were the Results?
Reached over 900,000 consumers. All clients have seen increase in purchase showing a return on investment. The shows created brand awareness, engaged with consumers, built data and drove traffic to clients web sites.
What were the Key Learnings of this Campaign?
A successful tour resulting in the Free From Tour taking place in 2015. More stock taken to the show will be required next year due to high sales this year.