Hartley’s 10 Cal Jelly Promotion
We were extremely excited to have the opportunity to partner with the Hartley’s team once again, this time to promote Hartley’s 10 Cal Jelly as the go-to, low-calorie sweet option for New Year dieters in the UK who were looking to start making healthier eating choices, but still wanted to satisfy their sweet tooth and to raise awareness for the positioning of 10 Cal Jelly in supermarkets (located in the middle aisles, which reportedly receives only 14% of customer footfall).
Our Joyful January campaign was more than just a product handout. It was what we like to call an integrated sampling experience – involving a dedicated microsite (coined the ‘Hub of Joy’), video messaging from Hartley’s celebrity affiliate Vicky Pattison, competition incentives and bespoke questionnaires. None of this was complete, of course, without colourful, joyful extras set up in the workplaces – such as balloons, confetti and prizes to bring the Hartley’s 10 Cal Jelly tone of voice to life. This campaign resulted in us being awarded one IPM Award for ‘Brand Partnership Campaign Utilising a Clear Promotional or Incentive Mechanic’ and another IPM Award for ‘Insight/ Strategy Categories’.
We had 230,000 samples distributed nationwide across the UK, an internal record breaking questionnaire redemption rate of 24.23%, generating 55,737 completed questionnaires. Out of the 55,737 participants who provided their feedback, 38,459 said they would purchase this product (69% propensity to purchase).