Creative communications agency, liquid, rolls-out multi-channel marketing campaign for Britain’s second biggest grocery brand, Warburtons.
Launched recently, the campaign aims to support the baker’s new Gluten-Free and Wheat-Free product range.
Liquid designed a versatile, integrated creative concept that worked across all target touch points, including print, online, micro site, SEO, Facebook, Twitter, Facebook and PPC advertising, consumer and trade press and in-store activity.
Targeting consumers who have been diagnosed with Coeliac Disease (an estimated 1% of the UK population) and those who choose to follow a gluten and wheat free diet as a lifestyle choice (an estimated 10% of the population), the integrated campaign will raise awareness of Warburtons new range and drive trial amongst consumers who had not previously bought into the bakery category due to food intolerances or health preferences.
The move, in response to consumer demand, makes Warburtons the first major British baker to move into the Free From market.
Through speaking to people affected by Coeliac disease, liquid learnt that many seek support and advice via social media and online forums. This insight became the driving force for the online strategy bringing Warburtons into direct contact with its target market. Liquid created a Twitter account and a Facebook page for the brand, using social media to develop an online community, promote the family baker’s "We care because our name's on it" message and provide an extension of customer service.
Since the January 2011 launch, the campaign has already achieved encouraging results and the website has received an impressive number of unique visitors.
Richard Hayes, Warburtons Marketing Director, comments “Liquid used their proven creativity to deliver an innovative, integrated campaign for our new Gluten-Free product range. Their social media expertise has delivered an engaging Facebook campaign that has seen great results to date.”