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An IPC Study Inspire delivers the cream of the countryside for Waitrose

An IPC Study Inspire delivers the cream of the countryside for Waitrose. When Waitrose needed to drive awareness of their brand amongst the affluent, the upmarket supermarket turned to the voice of the countryside, Country Life magazine and countrylife.co.uk in the ultimate sponsorship deal.

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An IPC Study Inspire delivers the cream of the countryside for Waitrose

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  1. An IPC StudyInspire delivers the cream of the countryside for Waitrose When Waitrose needed to drive awareness of their brand amongst the affluent, the upmarket supermarket turned to the voice of the countryside, Country Life magazine and countrylife.co.uk in the ultimate sponsorship deal. Background Waitrose is renowned for premium supermarket retailing. They sought to drive awareness of the Waitrose brand with the ultimate objective being toencourage purchase and new custom across the prestige market. Country Life and Waitrose had previously worked together producing a counties guide a year before. The awards would be a way of continuing this successful relationship. The pitch • It was crucial for the sponsorship campaign to achieve the following: • Increased awareness of Waitrose • Strengthened brand perception of Waitrose • Increased trial and purchase intention Waitrose and Country Life formed a partnership to run a major awards scheme focusing on the countryside. Titled “Country Life Awards in association with Waitrose”, the awards celebrate and recognise individuals and businesses that make a difference in the countryside. The awards were a gradual process with the launch in June 3rd issue, followed by short listing in October 7th issue and the winners named in the December 2nd issue.

  2. An IPC Case StudyInspire delivers the cream of the countryside for Waitrose • The solution • PR was integral to this campaign to maximise interest, stimulate entries and sustain coverage over the period of the awards. • Four communications developed a PR campaign to reflect the editorial time line in consultation with Country Life and Waitrose. • 3 strands of PR activity were: • Competition launched 29th April with regional & local media activity focusing on the need for enterprise in rural life. • Short list announcement with individual stories rolled out to regional and local media • Winning entries announced with detailed stories/interviews across national, regional and local media. • The results • Research conducted by IPC Insight revealed: • Total press coverage for the campaign achieved excluding the Country Life/Waitrose editorial features was: • 139 Pieces • 30,743,166 total circulation • £681,995,68 Total AVE Value Therefore the total PR value was £1,704,989.20 For more information please contact Sophie Bunch: 020 3148 4234, Sophie_Bunch@ipcmedia.com

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