Client: Duerrs
Duerr’s is the largest independent jam and marmalade producer in England and a Democracy client since 2008. The family run business has been supplying jam, marmalade and condiments around the globe for over 130 years.
Brief
- Boost sales by maximising the profile of the brand to a wider audience.
- Convey their dynamic, forward thinking approach to customers and retailers.
- Focus on targeting the products at the right audiences.
Democracy PR Response
- Media relations surrounding the launch of the new Orbit jam jar lid – an innovation that will help jam lovers across the UK – with exceptional national results.
- Hijacked the media agenda by creating Duerr’s branded ‘Posh’ marmalade for Victoria Beckham after spotting that she was craving the golden stuff in the national press- featured in Heat magazine.
- Developed a new consumer facing website for the brand – with an integrated Facebook and twitter presence at the heart of the online communications mix.
- Implemented a Geocache-style campaign; a national treasure hunt in celebration of the brand’s 130th anniversary run via Facebook.
- Implemented a Proud To Be British campaign to celebrate being British in 2012
Result highlights
- Tesco and Waitrose added to Duerr’s distribution channels
- Daybreak TV and interviews on Radio 2 and Radio 4 covered the new jam jar lid story
- National press coverage included, but not limited to, multiple pieces in The Sun, The Mirror, Daily Mail, The Express
- Consumer reach to date exceeds 100 MILLION
- EAV approaching £1m
- Trade coverage highlights include almost monthly stories in The Grocer
See Manchester Marmalade on Granada Reports
Duerr’s on Daybreak
Proud To Be British
The latest campaign By Democracy is centred around being British in 2012. QR codes on the labels of Duerr’s marmalade jars link breakfasters to the ‘Proud’ website. The innovative platform delivers new content to the same page every morning in time for breakfast, displayed beautifully irrespective of the user’s device thanks to the responsive website.
- Content includes footage of significant moments in British history, factory staff vox pops and classic jokes and quotes.
- Content is shared automatically to all social media channels to maximise ROI
- Compelling content has yielded repeat visits
- Share features have led to an increase in new visits
