Hedgehog Hall of Fame: Nexus Comms - McCain’s Ready Baked Jackets
28th August 2013
Company: Nexus Communications Campaign: The Launch of McCain's Ready Baked Jackets Category: Consumer PR Campaign of the Year - South - Shortlisted Objective The brief called for Nexus to deliver a coherent consumer focused campaign to launch McCain Ready Baked Jackets, drive trial, reach a mass audience immediately and to generate sales before above-the-line activity commenced. Strategy & Target Audience The Nexus campaign strategy was to use key influencer advocacy to challenge the perception that there is nothing like the taste, smell and experience of eating a slow oven baked jacket potato and then convince the target audience of mums that that this can now be achieved from a microwaveable product in just 5 minutes. The delivery approach harnessed the right storytellers, in the right media, with a realistic message: it may not be as good as a potato you have crisped in the oven for an hour, but in five minutes it torpedoes the current microwave-a-regular-spud approach out of the water. Action 1. Nexus generated buzz in the lead up to launch, targeting key media via press days, involving sampling, at IPC and NatMags. To ensure an authentic McCain brand experience and synchronise all marketing support, the briefing rooms were dressed to recreate the TV commercial, using the same unique props. Branded press packs, including a press release, facts and figures, nutritional information and recipes were issued, along with bespoke branded bags containing relevant goodies, such as a branded micro-mitt. 73 journalists attended from 31 titles and for those who couldn't make it, takeaway menus were delivered, followed by samples, toppings and press information. 2. Influential food writers, TV and radio presenters were individually targeted, with Tom Parker Bowles in The Mail on Sunday, Holly Willoughby on This Morning, and Alex James in The Sun, among others, delivering high profile positive endorsement and stimulating widespread media interest. While this was a high risk strategy it was pivotal to the campaign, helping to give instant credibility to our claims and make consumers believe that McCain Ready Baked Jackets deliver the same taste and smell of a slow oven baked jacket. 3. A highly targeted list of 22 family and food bloggers were also engaged on an individual basis in the lead up to launch, chosen based on key interests, influence, geographical reach and willingness to review products. Nexus then coordinated deliveries of goody bags containing samples, recipes and product information. 4. To generate added excitement, awareness and drive trial at launch, a series of aroma, heat and voucher dispensing 3D jacket potatoes were placed at bus stops across the UK. The bus shelters also dispensed money-off vouchers to encourage trial. A launch photocall, timed to coincide with heavy snowfall, played into the news agenda and resulted in widespread UK and global media coverage. Results The PR campaign, without above the line support, delivered unprecedented results for the brand, including more than 90 million opportunities to see across major national TV, press and consumer magazines, 56% brand awareness amongst the target audience in the first three months, and initial phase sales of £2.978m which is equivalent to 5.8m potatoes, shattering expectations. The PRmoment Golden Hedgehog Awards 2014 are now open for entries. Here are this years updated categories.