Client: Jack Daniel’s Barbecue Sauces (Baxters Food Group)
Democracy has been working with Baxters on the sauces brand since April 2008. Today we manage the traditional and online PR strategy for the brand in the UK and advise on marketing strategy in Germany, Spain, South Africa and Australia, Mr. Jack’s love of barbecue is spreading like wildfire.
Brief
- Support retail listings (through consumer retailer support and trade PR) and drive sales of the brand.
- Generate an online presence for the brand and build traffic through community seeding activity.
- Leverage the power of the JD brand by linking activity with Tennessee where possible.
- In summer 2012 promote the full range, including usability of the new Jack Daniel’s Barbecue Glaze.
Democracy PR response
- National promotion to Win a Trip to Tennessee and the World Barbecue Championships and live blogging of the event in 2009, 2010 and 2011.
- European, Australian and UK trade and consumer strategy for the Jack Daniel’s Barbecue Sauces brand.
- Online development of UK and German website – supported by twice monthly blog and videolog updates.
- Face to face consumer press visits with key titles including Men’s Health, She, Essentials, Slimming World.
- Quarterly e-newsletter issued to all guests signed up via the website.
- Development and photography of recipes to demonstrate usability of glaze and sauces, recipes also seeded in online communities.
Results
- Coverage linking the brand with the Tennessee trip 2011 has been secured in Asda Magazine, Stuff Magazine, Stella Magazine, Mail Online.
- Product coverage in Food and Travel, Slimmer’s World, Closer, Men’s Health.
- Total coverage secured exceeds EAV of £2M, total reach exceeds 130M and includes Asda Magazine, Stella magazine, Mail Online, Slimmer’s World, Stuff magazine, The Telegraph, The Express and Shortlist.
- Trade publications which have carried our releases include The Grocer, Wholesale News and Food & Drink Innovation giving a total coverage value £1.7M, total reach 92,240,820.
- The Grocer food and drink editor Alex Beckett attended trip to Tennessee.
- 6,000 actively engaged users receive the newsletter.
- 10,000 competition entries to the Jack Daniel’s Barbecue Sauces website in 2011.
- 12,000 people sampled and 3,000 data captured at Taste of Birmingham.
