Collier's Powerful Welsh Cheddar
A&P were briefed to review the Collier's Powerful Welsh Cheddar brand by Fayrefield Foods and develop a strategy to move the brand forward.
Research and sales information defined Collier's as a success, with national listings and a loyal consumer base for this distinctive tasting cheese. The strategy was clear; to raise awareness with new consumers without alienating those already loyal to the brand. Ordinarily in such situations the tactics to deliver the strategy are simple, a large multi media campaign to drive consumer trial. In theory, this strategy made sense due to the belief with the brand team that one single taste of Collier's was enough to convert a trialist to a consumer.
However, the position with Collier's differed due to the time required to produce this unique cheddar. With the maturing process taking 14 months any campaign needed to be staggered in order that product could meet demand.
A second key factor in the development of the Collier's campaign was the level of consumer insight. This factor needed to be addressed to avoid costly advertising being inappropriately targeted. The result was the development of a strategy with tactical activity driving awareness to gradually meet the increased levels of demand in the market.
The initial activity was to gain greater insight into Collier's consumers, the launch of a new interactive website being the new 'home of the brand'. The website reflects the quality image of new packaging, gives consumers the opportunity to learn more about their favourite cheese brand and encourages use with recipe ideas, some filmed being prepared by the brand ambassador, celebrity chef Matt Tebbutt. The website urges consumers 'To become a Collier' with discounts available on unique merchandise, exclusive competitions and newsletters updating them on brand activity.
Future plans are also in place; all tempting consumers with the proposition that 'One taste and you'll become a Collier too'.
Collier's Features
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