31 July 2009
Following a 4-way pitch, Blue-Chip Marketing has been appointed to develop and manage an online trade campaign for Vimto Soft Drinks.
The campaign will include the company’s entire brand range: Vimto, Panda and Sunkist. Vimto aims to increase distribution and build loyalty among independent retailers and stockists.
Centred around a new website, the campaign will offer retailers incentives to register on the site. These incentives include regular offers, help with targeting consumers through segmentation and advice on merchandising, stockists and managing margins.
The campaign will be highlighted with print and online coverage in Asian Trader, Independent Retail News, Convenience Store and Booker online.
“I think Vimto liked our simplistic approach,” says Blue-Chip Marketing managing director Fiona Moore. “The retailers we’re targeting don’t want to hear how great Vimto is, they want to know: ‘What’s in it for me?’”
Moore says that the marketing company had to get into the mind of the independent retailer and then find an inexpensive way to get its message across. “We needed to show Vimto that we had an effective and inexpensive way to reach them. It’s not like Sainsbury’s where you can sell to thousands of shops by visiting head office,” she says.
“Independent retailers are individuals and it’s incredibly hard to contact them. Direct mail is too expensive.
Encouraging them to sign up online is an ideal way to gain new potential distribution points.”
Vimto senior brand manager Emma Hunt says the company needed to target retailers to make the most of the summer soft drinks market peak. “Our new £5m marketing campaign needs to be supported by distribution. We saw Blue-Chip as a fantastic conduit for boosting our network.”
Vimto’s latest offering includes “Seriously Mixed Up Fruit” television and radio commercials and the launch of the new 250ml re-sealable Vimto pouch, aimed at “on the go” teenagers.
Read about more business wins below
to magazine
