Butlers Cheese: A Taste of the Unexpected

In October 2011, artisan producer Butlers Farmhouse Cheeses invested in its first ever TV advertising campaign, with a 30 second advert running for a month on satellite TV. Smoking Gun PR was briefed to amplify the advert and help boost brand awareness for its hero product – Blacksticks Blue – in the pre-Christmas sales period.

Objectives

Make the TV advertising campaign famous
Raise awareness of Butlers Farmhouse Cheese’s hero product Blacksticks Blue
Drive sales of Blacksticks Blue

Strategy & Plan

-Integrated campaign comprising:
-TV commercial booked on multi channel platforms around food related shows eg More4 / -Come Dine with Me repeats
-Live gig to recreate music in the advert, with product sampling, at the Manchester Food & Drink Festival
-Media relations – trade launch and consumer outreach to secure product coverage
-Create engaging social media content and outreach to key influencers E-newsletter to inform existing consumer database of the new marketing campaign

Measurement & Evaluation

-The TV advert reached an audience of 6.8 million adults
-SGPR generated 35 articles, giving over 31,515,202 opportunities to see the Butlers Farmhouse Cheeses brand.
-Facebook – likes increased to 826 a growth of 366 (180%)
-Twitter followers increased by 385% (from 486 to 1,873)
-YouTube Videos: reached over 40,000 viewers with 95% positive comments

Results

-Increased distribution, gaining listings in Morrisons and Asda
-Increased rate of sale in existing accounts: Tesco and Sainsbury’s
-Overall achieved a 16% increase in sales to achieve a 5% share of the Blue Cheese Market
-The brand now has 6% brand awareness, its highest ever rating.

Results

Over 31,515,202 opportunities to see the Butlers Farmhouse Cheese brand
Twitter followers increased by 385%

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