Merchant Gourmet appointed us to develop a marketing strategy that would help them increase overall brand awareness and educate the consumer on how to use the product. The pulses and grains category is quickly becoming saturated by celebrity endorsed brands so we had to re-position Merchant Gourmet as a brand that fully understands the consumer, and offers tasty, healthier meal ingredients that can be purchased throughout the year.
The overall campaign reached an incredible 18 million consumers, which was 150% over the set target. Our multi-platform marketing campaign included a media partnership with The Times running online and in the Sunday Times. We added something special to The Times + membership by getting product samples and recipes out to all their subscribers and hosting exclusive cookery masterclasses, delivered by MG’s celebrity chef Alex Mckay.
We helped the retail team to re-design the brand packaging, highlighting crucial health benefits within the products and making them stand out from a busy supermarket shelf.
We ran a hugely successful, targeted out of home campaign centred around the pop-up restaurant in Islington, negotiating £31,000 of added value which, combined with our clever guerrilla marketing on the paving stones, drove extra numbers to the pop up.
On top of this we ran dynamic and creative digital marketing that increased their website traffic by 89%, used AI to create a recipe discovery piece of tech – otherwise known as the Grainbot – to help consumers explore new ways to cook with pulses and grains, quickly and easily, and grew their social channels by 32%.