Royal Wedding Special - Consumer - Royal Love Hearts hit the sweet spot

Confectionary manufacturer Swizzels Matlow wanted to use the royal wedding as a news hook to raise awareness of its personalised Love Hearts wedding favours range.

Sweet-hearts
Sweet-hearts

Campaign: Piecing together a sweet campaign
Client: Swizzels Matlow
PR team: RMS
Timescale: March-May 2011
Budget: £4,000

Objectives

- To increase online sales of Swizzels Matlow products by driving traffic to the Love Hearts website

- To raise awareness of personalised wedding favours

- To position Swizzels Matlow as a fun brand.

Strategy and plan

Swizzels Matlow created limited edition Love Hearts wedding favours to celebrate the royal wedding. The PR team commissioned artist Mark Kennedy to create a mosaic of the royal couple made from the Love Hearts.

A photocall was organised and a press release was sent to national media.

Measurement and evaluation

Primetime TV shows such as BBC North West Tonight, ITV's This Morning and Loose Women covered the campaign. The Daily Mirror ran a half-page piece and Grazia featured Love Hearts on the cover of its 25 April issue. In total, 96 pieces of coverage were generated.

Results

All limited edition stock sold out. It was featured on tables at 10 Downing Street's party. Virgin Atlantic ordered 20,000 limited edition packets for its sky street parties.

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