A 'Strawberry Savvy' Campaign for Jubilee Strawberries


Objectives

Jubilee Strawberries asked Cirkle to drive consumer awareness of this British, premium strawberry, communicating that not all strawberries are equal and motivating consumers to purchase Jubilee over and above cheaper, less flavoursome alternatives.

The challenge was to educate media influencers but in an exciting and engaging way, building on Jubilee Strawberries’ quality credentials whilst underlining the appeal of British fresh produce.


Strategy and Implementation

The campaign consisted of three key elements. It kicked off with a Strawberry Fields Forever press trip to introduce media to the brand, showcasing the strawberry’s quality roots and providing journalists with a ‘from farm to fork’ story.

Reinforcing the brand’s superlative British credentials, ‘Strawberry Savvy’ national research was commissioned, revealing that while 89% of the nation claimed to support British produce, only 26% were actively seeking British on-shelf and only half were aware that strawberry varieties existed. The research was timed to coincide with the start of the British strawberry season and issued with show-stopping strawberry bouquets.

Cirkle introduced the UK’s first-ever Strawberry Sommelier in the shape of John Torode, chef and Masterchef presenter. The partnership with John gave the campaign added kudos… he helped announce the start of the season with a series of down-the-line interviews and also appeared on the revamped, premium-feel website.

The drive was further amplified by advocacy through social networking sites, unusual strawberry recipes (e.g. Watercress and Strawberry Risotto with Lemon Thyme) which were placed in consumer lifestyle titles, as well as Jubilee Strawberries becoming the ‘official strawberry’ at Glorious Goodwood.


Results

412 pieces of editorial were generated, including branded TV coverage on Daybreak, The One Show and BBC South East. The Jubilee variety was highlighted in 90% of target food titles and seven interviews with brand ambassador, John Torode, reached 306 different outlets including Sky News and Heart 106.2.

Nearly £2million PEV was achieved and the team exceeded the KPIs set by 200%.

The PR push, coupled with the warm weather, led to an early summer sales uplift of +58%.

                
 

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