„Verba docent, exempla trahunt”

More than 2,000 years ago, Titus Livius, a Roman historian from Padua, stated that “words teach, examples inspire” (latin: verba docent, exempla trahunt).

Therefore, we present an example of an integrated marketing campaign that best reflects the breadth of our services – it is a campaign for the British Association of Beef and Lamb Manufacturers (AHDB).

Situation

  • AHDB decided to enter the Polish market with British lamb – a premium quality product
  • Polish market has a huge potential as average Pole consumes 0,4 kgs of lamb per year, while average Brit 1,9 kgs

Task

  • Our task included development of B2B and B2C communication strategy (including campaign’s slogan) as well as visual identification of the project (including key visual)
  • The approach was to integrate various channels of communication to reach different publics effectively

Action

  • We have combined print, video and on-line channels to reach B2C and B2B targets
  • We created “provenance matters” slogan as the foundation for key messages and design
  • Campaign started in autumn 2015

 


photo: key visual

Study tours for buyers, chefs and journalists (recruitment, production of a video coverage)

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Wyjazd-studyjny-img-1

„Okrasa breaks the rules”, top Polish culinary weekly programme, (2 episodes) – product placement (scenario and film shooting in the UK)

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okrasa_1

Sponsoring of the L’Art de la cuisine Martell 2016 and 2017 contest (media relations, design & construction of the stand)

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l'Art-de-la-cuisine-Martell--2017

WorldFood Warsaw 2016 and 2017 (design, construction and service at the stand)

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Targi-World-Food-Warsaw-2016--i-2017-img-2

Tasting and contest at the Auchan stores (scenario, its implementation and handling social media)

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Promotional labels for trade (design)

Advertisements in trade press (design)

Food is GREAT Britain fanpage promoting British culture… and lamb (design, implementation and handling on a daily basis)

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Results

  • Media relations – 140 000 PLN is the value of advertising equivalent generated with just one article resulting from a media trip to the UK – overall value exceeded 200 000 PLN
  • Product placement on Polish National TV – over 8 million viewers of two „Okrasa breaks the rules”, culinary weekly episodes with repetitions on other channels
  • Over 100 high-potential and leading Polish chefs and over 50 buyers are aware of British lamb unique qualities – they have participated in study visits or sponsored events
  • British lamb available at over 700 Biedronka stores, a leading supermarket chain in Poland, during seasonal promotions
  • Constantly growing number of stores and high-end restaurants all over Poland, where British lamb is available

 


Other projects? See a video: