Duerr’s

Increase awareness of the Duerr’s brand to drive new listings in retail.
Communicate their credentials as a family business, run by ‘real people’ with a close ties to Manchester.
Focus on product communications.

Launch of Manchester Marmalade (exclusively available at Tesco) to the region, stocked on the tables at the Conservative Party Conference and sampled to thousands of Mancunians in association with charity Forever Manchester.

Encouraged Paddington Bear to ditch marmite and return to his love of marmalade. With a Duerr’s branded website, spoof YouTube appeal from Richard Duerr and Facebook and Twitter accounts for the bear himself.
Created a painting made using just jam, marmalade and preserves of Manchester’s Central Library, auctioned for Manchester’s Children Hospital to Dragon’s Den star Theo Pathesis. News of the painting seeded through FaceBook, the artist was found through a Twitter appeal and a YouTube interview with the artist created.
Key trade title the Grocer along with leading business titles, all visited the Duerr’s production site to gain a greater understanding of the business.

Coverage equivalent ad value to date: £1.25M.
New listings in the past year for the Duerr’s brand with Tesco and Waitrose.
Coverage highlights include: The Grocer, The Business Desk and Crains, Duerr’s included in Grocer Jams/marmalades ‘focus on’ feature and the launch of Manchester Marmalade with coverage in the MEN & Granada.