The Brief
Deliver a three year consumer focused communications campaign that defines the brand and reinforces Fudge family traditions; encouraging awareness, interactivity and trial via integrated channels. Through this activity, drive demand for all product lines within retail channels.
Our Response
At Fudges, both the brand and the family, are steeped in tradition and authenticity. A rural family and rural business who are proud of their roots and conscious of their environmental impact. So we wanted to enlighten consumers about living life, the Fudges way.
As such, we created a media toolkit including bespoke photography, sampling environments, ads, dm mechanics etc, and developed the language and tone of voice for campaigns that would primarily live online, but would be driven via multiple channels. We wanted to deliver an online community for like-minded people to learn about product and lifestyle equally, whilst also giving them an opportunity to purchase. News, offers and information is generated and delivered through social media channels and also a quarterly journal providing subscribers a great seasonal reference for things to see, make and do. Competitions are also offered with like-minded partners.
The core campaign message, ‘make the day, the Fudges way’, is driven through PR, Event and Ambient activity and is supported by a partnership with the Campaign to Protect Rural England. In this, we have generated multiple strands for communication. Firstly through inviting nominations from people wanting Fudges to make someone’s day by sending them packs of Fudges biscuits, secondly through sharing their enthusiasm for a more rural / outdoor lifestyle and thirdly by creating a new eating occasion, called the ‘bicnic’. We are extending the bicnic concept to ‘real’ environments by creating semi-permanent branded bicnic spots at beautiful locations throughout England.