// SHIFTED PERCEPTIONS OF THE BRAND,
// ACHIEVED OVER £500,000 EAV COVERAGE.
OBJECTIVE
Put Sharwood’s back on the food pages in key consumer press and reaffirm its market leading authority positioning in leading trade titles.
SOLUTION
Sharwood’s had lost its reputation as being an ‘authentic’ brand, so an educational campaign was implemented to re-introduce Sharwood’s to the media and bring some excitement to the brand. A series of high-profile events were staged to get journalists talking about the brand again, ranging from recreating an Asian street market at Borough Market, through to launching its new Chilled range at the contemporary Ice Bar in London. This was complemented with a hard working media relations programme which focused on product launches, recipes, testing features and key seasonal hooks such as Chinese New Year and Diwali.
RESULTS
A perception audit showed that 50% of journalists at the end of the 12-month campaign, as opposed to 10% at the start, considered Sharwood’s to be the most authentic ethnic cuisine brand. The campaign also achieved its objective of owning the ethnic food landscape in the consumer press, with over 300 items of coverage appearing with an EAV of over £500,000. The campaign delivered a seven times ROI.