CASE STUDY: Trinity Mirror and the pineapple scented ink!

Provided by Trinity Mirror
Trinity Mirror created an 8 page IncrEdibles supplement with pineapple scented ink to raise awareness of Kew gardens.
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What was the Challenge / Background of the Campaign?

Kew gardens ran an exhibition called the IncrEdibles showcasing edible plants with the idea of increasing visitor awareness and interaction with the edible plants through fun displays and events. With exhibits such the Mad Hatters tea party, edible plant walks around Kew, and the Tutti Frutti Boating Experience, where Kew converted a boating lake into a fruit salad bowl designed by Bompas and Parr, the heart of which was an oversized pineapple. The reason for the pineapple centrepiece is that it is figure head of the bromeliad family and so the edible plant exhibition.

What was the Campaign Objective?

Increase awareness of the Kew Gardens event and drive footfall to the exhibition.

What was the Solution?

We proposed to use the focal point of the pineapple, and pitched a pineapple scented eight page supplement to the client. This meant the client increasing budget significantly and working with an unfamiliar format. The supplement had pineapple scented ink on the front page, on the centre spread and back page of the supplement. The content of the supplement included interviews with the designers and botanists, a map over the centre spread, tips for growing your own edible plants, a recipe, and interviews with families at the events plus more.

What were the Results?

It was pitched as a product that would have longevity; that the readers could hold onto and take with them when they visited the exhibition. It provided info on travel to Kew, a map of Kew and timetable of activities as well as Facebook and Twitter link to post photos to when at the event. The IncrEdibles supplement ran in the Ealing Gazette, Fulham Chronicle and Hounslow Chronicle and prepromoted in paper the week prior. The choice of titles was key to driving footfall to Kew Gardens and historically these were the client's titles of choice.

What were the Key Learnings of this Campaign?

A great deal of work went into the design that was done in house at Nasa Media and combined with our editorial solution we worked very closely with the client and the agency on both to deliver the content and look that Kew Gardens wanted. A lot of work was put in at Watford too with the testing of the colour ratios, so as to keep track on the amount of scented ink being used. Printed on a higher grade 55gsm meant that the colours and images came out more vibrant and had a better quality and feel to the papers it was inserted into.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k
25 - 34
35 - 44
45 - 54
55 - 64
65+
Both
ABC1
C2
LOCAL MEDIA / REGIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
London22 Aug 14 - 21 Aug 15BUILD AWARENESS
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