Creative communications agency, liquid have rolled out a multi-channel campaign for the dual launch of Warburtons new range of Sandwich Alternatives; Sandwich Thins and Square(ish) Wraps, which launched in-store 23rd February. Liquid were briefed to devise a campaign that would showcase the versatility of the products, drive consumer demand and help Warburtons to grow the Sandwich Alternative category.
With a market value of £82.3m and growing at 14.1%, wraps are currently the fastest growing area within the Sandwich Alternative category. Warburtons new Sqaure(ish) Wraps collectively appeal to young consumers, mothers and families, whilst the 100 calorie Sandwich Thins (a first in the UK bakery category) are set to appeal to consumers looking for healthier bakery options.
This versatile product range demanded a versatile marketing campaign that would engage a wide variety of consumers. Liquid devised an integrated strategy that included a mirco-site, launch emails to 60,000 Warburtons subscribers, trade and consumer press, pull up banners, trade events, internal comms activity, in-store collateral and activity, print, online and on-pack competitions and links to social media channels.
Liquid's dynamic creative also includes graphics for the sampling stands, coupon leaflets, strut cards, recipe booklets and striking POS stands. To demonstrate the versatility of the range, liquid designed a highly interactive website that celebrated Warburtons Sandwich Revolution and encouraged consumers to engage with the products; inviting them to upload their cookery videos via Warburtons partner site, Eat the Chef.
“It’s been a pleasure working with liquid on this launch. Their joined up thinking and ‘can do’ approach have allowed for a considered and smooth launch, and we look forward to working on many more projects with them in the future”. Katie Richards, Innovation Product Manager, Warburtons