Our integrated ‘Roast & Ramble’ campaign harnessed insights around the role that ‘the roast’ occasion plays in consumers’ lives (namely coupling it with family walks).
With 81% of independent retailers embracing community activity, we created a first in the convenience sector, running a nationwide competition for retailers to win Roasts (via ‘The Bessie Bus’) and organised Winter Rambles for their community.
Combining paid, earned and owned media, integrated activity supported the brand’s new ‘Bring Out The Bessie in You’ TVC and included … media house tours (visited by The Bessie Bus serving journalists hot roast dinners); colourful POS; online homepage takeovers; tailored messages to a 2,000-strong WhatsApp retailer community; impactful advertorials in leading trade titles including Convenience Store and Retail Newsagent and engaging content across social.
PRCA Dare Awards ‘B2B Campaign of the Year’
Positive messages in 100% of target media
Rate of Sale on Aunt Bessie's skus
Aunt Bessie's distribution increase