Campaign: Chancellor aids launch of 'healthy' pancakes - Consumer

Campaign: Flippin Tasty Fruit PODs

Client: St Andrews Cake Company

PR team: Catchline Communications

Timescale: May-December 2004

Budget: Under £10,000

Scotland-based St Andrews Cake Company recently devised a new product, called The Pancake POD, aimed at the children's lunch market. The POD houses two pancakes fused with a fruit-flavoured filling. Their selling point is that they can be carried around in school bags without getting soggy. The PODs were designed by communications agency Tayburn, and the range was developed following a £1m investment by Kingdom Bakers Group, the owner of St Andrews. Catchline Communications was brought in to help the launch of the POD concept.

Objectives

To present the POD as a new concept in children's lunches. To gain coverage of the launch in national media and trade press.

Strategy and Plan

To highlight the fact that the PODs were a new lunchbox product, the campaign carried the theme 'Unidentified Flipped Objects'. In the business press it focused on the creation of 25 jobs in the Fife area.

The February launch event was attended by Chancellor Gordon Brown in his role as MP for Dunfermline East.

Along with the local economic angle, the PR team highlighted a healthy eating message in the light of childhood obesity concern and parental worries over the consumption of snack and fast food. The PODs have no artificial colours or additives, and are 80 per cent fruit. Inspired by the fact that each POD consists of two pancakes with fresh fillings (flavours include strawberry, raspberry and blueberry), Catchline also came up with the strapline 'Flippin Tasty Fruit PODs'.

Measurement and Evaluation

A range of national media covered the launch, including The Sun, Daily Mirror, Daily Record, The Scotsman, Sunday Herald and BBC Online.

Regional titles such as Press & Journal also carried the story.

Trade magazines The Grocer, British Baker, Marketing Week and Checkout ran stories on the product. Many of these publications used pictures of Brown in their coverage.

Results

The bakery has announced that it is on course for meeting its first-year turnover target of £2m. It is also in talks with supermarkets over the possibility of them stocking the product nationally. Confirmation is expected by the summer.

Mark Coyle, editor of BBC Scotland News Interactive - which covers TV news, Ceefax and a website - says: 'The POD story had two ingredients: one, a big name in Gordon Brown; and two, the fact that a number of jobs were created. We had everything we needed from the press release.'

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