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Fogo Marketing Ltd
7 Aircraft  Esplanade
Farnborough Road
Farnborough
GU14 6TG

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The brief

Burton’s Foods the owners of Jammie Dodgers approached Fogo to run an instore added value promotion to support the launch of the new flavour of Jammie Dodgers – Toffee Dodgers. To run in Morrison’s between a set of dates correlating with their TV advertising campaign the aim of the promotion was to engage customers at the fixture and encourage purchase of the new flavour.

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Our approach

We liaised with Morrisons and the client to determine the correct media package in store to support our promotion within the agreed budget. Given the fact that neither on pack, end of aisle nor off shelf displays were options during the required time period, we needed maximum impact on fixture and a very appealing promotion to gain cut through in the ultra competitive impulse purchase biscuit aisle!

We settled on shelf barker pads with a prize draw. We sourced and branded bright, child friendly lunch boxes in keeping with the TV ads (featuring animated monkeys) and we partnered with a children’s mural company to offer a limited number of children’s wallpaper murals as top prizes.

Customers could enter the competition via text to win or via the microsite we created. All entries went into a draw at the end of the promotional period and winners were notified by text. We promoted the competition and the promotion on social channels and on sites relevant to the target audience.

We designed and produced all the collateral – on and offline and executed the fulfilment of the prizes, handling any consumer queries that arose.

Results

We had a fantastic response to the competition and the promotion was a huge success. There were over 9000 entries to the competition and only a tiny number of opt-outs with regard to ongoing communications from the brand. Sales of the new flavour specifically in Morrisons where we ran the promotion exceeded all average expectations for the launch period.

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