Case studies

Project: Integrated on/offline campaign to drive sales of Peppadew Sweet Piquante Peppers in the UK.

Challenge: Despite a good distribution base Peppadew needed higher rate of sale within the major multiples – to recruit new consumers to the brand, increase household penetration and to raise brand awareness.

Approach: First Church created an overarching theme, ‘Do you Peppadew?’ The challenge to the consumer was to spice up everyday meals by adding this one, simple ingredient.

Solution/results: Offline ATL, sampling and on-pack promotions drove consumers to an online sales redemption site. The site involved the visitor in new recipe and occasion ideas.

A 52% increase in sales in the year following launch.