Pier was asked to create a campaign to support the company’s rebrand and ambitious growth strategy
Mobilised advocates for loose food shopping through PR, social media, paid media and a new consumer and trade website
In one year the campaign racked up a reach of more than 2.5m, supporting both business growth and brand awareness
Pioneers of the loose and individually portioned frozen foods concept, Fieldfare has been selling its sought-after premium frozen foods in farm shops, delis and independent retailers, for over 40 years. Pier was tasked with supporting the company’s rebrand and ambitious growth strategy, including the development of a new trade and consumer facing website, trade PR, social media and its first ever consumer communications programme.
The Cryer family first developed their ‘scoop- your-own’ frozen food concept as a way of providing the very best quality produce all year round and in the exact quantity shoppers required. Shoppers loved the concept and high-quality products. Since then, Fieldfare has seen steady growth as the range and stockist list expanded.
With the rise of the environmentally conscious shopper, the brand wanted to increase awareness of its eco credentials and how its unique proposition helps shoppers to reduce both food and packaging waste. As such, one of Pier’s main challenges within the brief was to introduce Fieldfare to new consumer audiences and educate them on the benefits of seeking out and shopping for loose frozen foods. We needed to encourage consumers to rethink their shopping habits and actively seek out loose frozen foods.
Having identified a core audience of ‘Sophisticated Foodies’ we wanted to reach, Pier devised the umbrella concept: CHOOSE LOOSE. This theme could be used as a thread to tie the story together across all communications. To bring the CHOOSE LOOSE campaign to life and mobilise our tribe of advocates for loose food shopping, we developed a programme that would reach shoppers across a range of touchpoints including influencers, consumer lifestyle media and owned social media channels.
We developed a program of influencer partnerships, including our lead ambassador, well known food writer and sustainability advocate, Elly Curshen. The Bristol-based creator supported the brand ongoing with regular bursts of posts, Stories and Reels, to help educate and inspire shoppers. In addition to our main ambassador, we partnered with seven micro-influencers who all developed engaging pieces of content, ranging from shopping reels showing followers how the scoop-your-own concept works, inspiring recipes and stunning table settings, using Fieldfare products.
The campaign launched consciously on the UN’s International Day of Awareness of Food Loss and Waste. A big burst of influencer and social media activity created great visibility for the brand. However, it was also important to ensure that we created a constant drum roll of noise across our main target platforms – Facebook and Instagram – so in addition to the launch, further influencer activity was spread out across the year with concentrated burst around key selling periods such as Easter and Christmas.
We also developed a programme of highly targeted, quality advertorials, working closely with the editorial teams at core foodie titles, Delicious, BBC Good Food and Olive, as well as lifestyle title, Country Living, to develop a series of engaging features. These pieces focussed strongly on the main calendar occasions, especially Christmas, when food waste is a big issue in many households.
The advertorials were underpinned by a series of display adverts that increased visibility and served as recall triggers, further raising awareness of the brand and its unique, highly beneficial proposition. The media programme proved to be very successful, with new trade enquiries directly referencing some of the pieces. The influencer and media activity also fed into the engaging social media campaign that Pier developed for the brand.
In its first year the consumer media and influencer campaign alone reached more than 2.5 million. The campaign has made a significant impact on brand awareness and has supported business growth during a very challenging time.
A great team that are highly creative across both PR and marketing
Pier, Unit 24, Basepoint Business Centre, 70-72 The Havens, Ransomes Europark, Ipswich, Suffolk, IP3 9BF
Company registration number 06531395
Pier, 77 Farringdon Road, London EC1M 3JU
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