Sacla
Sacla
How we delivered
We chose to create an Evening Standard cover wrap to support the key trade accounts. A 4 page editorial based, branded wrapped copy of the Evening Standard was distributed to major supermarket headquarters around the South East.
Sacla also created a 'Survival Kit' which provided a complete meal with sauce, pasta and a redeemable coupon on next purchase. 5,000 of these kits were distributed free with a purchase of the Evening Standard at Marylebone station giving commuters an easy opportunity to sample the range.
The Circulation Department also enabled the Evening Standard promotional trailer to be used at 3 county shows and 25 supermarkets, promoting the Sacla brand and Evening Standard campaign
The ‘Just Taste It’ recipe booklet was designed, published and distributed by the Evening Standard, and was available to customers on request. This was regularly promoted in the recipe column feature in the paper.
Recipe columns running in the Evening Standard on our recipe site drove awareness of the brand whilst allowing for an educational approach. This also included a tip of the day and information on the bespoke recipe booklet. An advertorial style was adopted in ES Magazine, with tactical and seasonal recipes used to make the campaign relevant to all readers.
Our Thisislondon 'Sacla' microsite maintained the consumer dialogue online, giving visitors recipes, product information and the option to order the bespoke recipe booklet online
The results
Overall Sacla saw an increase in sales during the activity, and amongst the core target audience of 25-45 women there was a 13% increase in product awareness, 23% awareness of the Evening Standard activity and 62% awarenes of positive activity in supermarkets.
