Client: BabyDeli
BabyDeli makes delicious organic food, for babies. Hard working mums puree and freeze all the food their baby needs, but often run into trouble when eating out. BabyDeli solves this problem, offering food like mum would make at home to restaurants, cafes and pubs, specially made for their tiniest diners.
Brief
- Strategically advise the BabyDeli team on existing brand communications to food service and direct to consumer.
- Develop a PR strategy to generate mass awareness underpinned by a tool kit of tactics that can be targeted to bolster specific listings.
- Communicate BabyDeli brand values to target demographic mums.
Democracy PR response
- Complete overhaul of existing communications including: development of retail and food service brand presentations, redevelopment of the website, project management of a brand tool kit including posters, flyers, pop ups and sampling activity.
- Creating and implementing retailer incentives to drive through sales.
- Desk-side briefings in London with the key baby and food titles.
- Forged relationships with the strong online mum networks and staged taste tests with influential online bloggers.
- Created links with key ‘baby friendly’ groups including Emma’s Diary, National Day Nurseries and Sure Start Centres and created a data capture model to encourage brand loyalty and repeat purchase.
- Key trade title (The Grocer) visited Irlam based production facility to meet product creator.
- Baby food partner to family festival ‘Just So’.
- Appearance at Earl’s Court’s The Restaurant Show to reach key food service decision makers.
Results
- Sales presentation helped to secure listings with Frankie & Benny’s and Asda Cafes nationwide. Leads generated by Restaurant show include Hilton Hotels and Butlins.
- Traffic to new website increased by 38% YOY Coverage equivalent ad value: £750KCoverage highlights includes: Practical Parenting, the Saturday Telegraph, Junior, Essentials.
- BabyDeli awarded ‘Entrepreneur of the year’ in the Salford Business Awards.
- JuniorDeli trial listing in John Lewis following increased brand awareness.
- Online seeding e.g. Single Parent Dad, And one more means 4, netmums, little mummy, are we nearly there yet mummy.
- 8,000 emails sent out to highly targeted mums in the Emma’s Diary network.
- See BabyDeli at the Just So Festival
