CAMPAIGNS: PRODUCT LAUNCH; Make it big with a small packet

Client: Derwent Valley Foods PR Team: Lawson Dodd Communications Management and in-house marketing department Campaign: Phileas Fogg Chicettas launch Timescale: April-November 1995 Budget: pounds 20,000

Client: Derwent Valley Foods

PR Team: Lawson Dodd Communications Management and in-house marketing

department

Campaign: Phileas Fogg Chicettas launch

Timescale: April-November 1995

Budget: pounds 20,000



The original Phileas Fogg brand was traditionally associated with spicy

exotic evening snacks to accompany alcoholic drinks. But the launch of

the Venetian-inspired Chicettas, handled by Derwent Valley Food’s

retained agency Lawson Dodd Communications Management, marked a change

for the company in terms of its marketing strategy.



A daytime corn-based snack, available in two milder flavours - Four

Cheeses and Tomato and Basil - the new Chicettas were designed to appeal

to a wider audience.



Objectives



To introduce the Phileas Fogg brand’s first daytime snack to consumers

and the trade and establish a clear product identity without alienating

existing Phileas Fogg customers.



Tactics



One of the primary objectives of the launch was to generate widescale

sampling of the product. To this end, the University Boat Race on 1

April was seen as a high-profile and easily accessible opportunity to

hand out free packets of Chicettas to the crowds.



However, in order to reach Phileas Fogg’s target market of ‘educated

taste leaders’ - 25 to 44 year olds whose leisure pursuits include

dining out and travelling - the company decided to make its first major

sponsorship commitment, tying in sampling to a series of carefully

selected cultural sponsorships.



The sponsorship programme kicked off in June with a series of free lunch

time jazz concerts in the Royal Festival Hall foyer. The first of these

was used as launch pad for an advertising campaign based on Italian

paintings and sculptures.



To mark the advertising launch, Lawson Dodd arranged an event dubbed the

‘Medomsley Road, Consett Art Gallery’ at which performance artists

brought to life two poster advertisements featuring, among others,

Michelangelo’s David and a packet of Chicettas.



Further sponsorship was given to the National Trust and Performing Arts

outdoor concerts from July to September, and the Edinburgh and London

Film Festivals in August and November.



At all of these events, Phileas Fogg branded tasting stands were in

place and samplers handed out free packs of the product. Phileas Fogg’s

Chicettas were also the rather tongue in cheek ‘Official Snack’ of the

City of London Festival at the Broadgate Arena where the National

Theatre Company performed Around the World in 80 days.



Results



The sponsorship of fringe arts events gained good coverage from

television, including slots on BBC North and Tyne Tees; national

newspapers including the Times and magazines such as GQ and Living, as

well as the trade press.



Derwent Valley Foods estimates that at least 150,000 people sampled the

snack and a further 350,000 were reached by literature surrounding the

sponsored events. In addition, since the launch, sales of Chicettas

have reached pounds 2.5 million, accounting for around ten percent of

the Phileas Fogg brand sales for that period.



Verdict



A creative and humorous exploitation of a sponsorship and advertising

campaign and a carefully targeted product launch that appears to have

paid off - thanks in part to a helping hand from a remarkably good

summer.



However Sarah Burt, group product manager for the snack, says that if

she was given the chance again, she would extend the sampling of the

product beyond the boundaries of the sponsorship campaign to attract a

broader audience. For this year’s new product launches she is casting an

eye towards forging links with the BBC’s Good Food Show.



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