WALKERS’ MARKET DELI

NEWSWORKS AWARDS | WALKERS’ MARKET DELI | OMNIMEDIA

EXECUTIVE SUMMARYWalkers challenged us to find a way of educating consumers about their incredible new premium range of Market Deli potato, pita and tortilla chips. We created a multimedia partnership with the Telegraph and Classic FM to tell the story of the world-class ingredients, farmers, deli-owners and chefs from the regions that Walkers source their ingredients from which we then featured in The Great Food Journey. Living in print, mobile, online, radio and on Walkers own channels, the partnership underlined Deli’s commitment to discovering the finest flavours through beautiful audio-visual content and the involvement of one of Britain’s best chefs, Tom Aikens.

BACKGROUND AND OBJECTIVESTyrrell’s and Kettle Chips were well established as premium crisp producers within the market, but both had become overly reliant on discounting their products with the grocers, consequently losing credibility with shoppers. Walkers have a heritage of using British ingredients, however for Market Deli they travelled far and wide over a number of years to find the best ingredients in the world, from Aceto Balsamico di Modena PGI to Sundried Tomatoes from Manisa in Turkey and smoky Chorizo from Northern Spain. These really are the best of the best ingredients available, and our partnership had to communicate this unparalleled dedication to quality. The concurrent TV launch campaign would carry out the role of mass-reach and awareness, leaving the partnership to focus on educating Telegraph readers and Classic listeners to understand what makes Walkers Market Deli the only choice for the audience’s ‘Wine and Olive’ evening moment. Our challenge was to make people comfortable with paying more for Market Deli, and in so doing, turn it into a major player in the luxury snack market within a year.

INSIGHT We needed to collaborate with the right media owner(s) to give Market Deli the credibility with the foodie audience that we sought. The Telegraph is well established in the food arena, with regular content produced across the daily and weekend editions as well as online from respected journalists such as Xanthe Clay and Stevie Parle.

Telegraph Readers Index 218 for ‘I am very interested in Food & Drink content in newspapers” and Index 222 for eating Tyrrell’s or Kettle. Across print and online, the Telegraph reaches 18% of the Deli Empty Nester audience (TGI 2014).

Newsworks own 2013 study into food advertising showed how well newsbrands worked for Kettle, and proved that newsbrands can effect food-purchasing decisions, particularly for women.

To add serious foodie credentials to the campaign and ensure it really resonated with the audience as a quality food product, we recruited top Michelin-starred chef, Tom Aikens, and the Telegraph’s Chief Food Correspondent, Xanthe Clay, to front the campaign.

The Great Food Journey’s interactive map produced by Telegraph

The new Market Deli range from Walkers

Both are renowned for their passion for high quality ingredients.

The Telegraph would produce the content, however we needed a complimentary partner to add further reach and credibility, Classic FM was the perfect choice for this. 40% of Telegraph readers listen to Classic FM (Index 355) and Classic reaches 22% of the Deli Empty Nester Audience.

We worked closely with the cross-agency teams from Freud PR, AMV BBDO, Black Swan and Initials Marketing to ensure all elements of the activity aligned with the wider above and below the line activity for the launch and with the overarching brand pillars of Taste, Quality & Provenance.

The partnership including both brands gave us the reach of 36% @ 6ots (ABC1 45+), ensuring a significant amount of the TA would see or hear our messaging.

THE PLANWe sent Tom Aikens and the Telegraph’s Xanthe Clay to Modena, Manisa, Evesham and Cornwall along with an 8-person strong production crew including top photographer, Michael Heffernan, to discover the stories behind some of Walkers ingredients. There, they produced video, audio and written content around the 100-year-old Balsamic vinegars they discovered in the Leonardi vineyard, the local chefs in Manisa who use Sun Dried tomatoes every day, dairy farmers and deli-owners in Cornwall and the tomato growers in Evesham.

We launched on August 4th in line with the TV campaign with a four-page media-first reverse cover feature on a food-special edition of Telegraph Magazine. Tom Aikens was the cover star with a shot from the Leonardi vineyard in Italy. There then followed a DPS feature with Aikens and Clay around his passion for ingredients and then a product led page about the new range. There were then weekly half page features in Weekend focusing in on each of the four trips individually. We hosted all of this content online at telegraph.co.uk/marketdeli. Telegraph also created four videos from each region, information about the other 4 flavours in the range, 8 ingredient infographics, 8 top recipes and a chance to win a luxury hamper featuring some of the ingredients used in the crisps. With Classic, we created 4 ‘Brand-Tailored Ads’ with Tom Aikens and voice of the TV advert, Alex Beckett. These 30s clips ran first-in-break for four weeks on-air and both educated listeners about the ingredients and drove them to the Telegraph content. The Classic FM presence also extended online with a series of five homepage takeovers driving users to the Telegraph hub.

We negotiated with Telegraph that Walkers could use all of the content produced on their own channels via the WalkersDeli.co.uk brand site and accompanying blog, which saved the client a huge amount in creative agency fees.

Front Cover of Telegraph Magazine

DPS Spread in Telegraph Magazine

Tom’s feature on the perfect Evesham tomatoes

RESULTSWe hit all of the digital KPIs for the campaign, delivering over 45k unique users to the hub, over 12k video views and negotiated increased presence in the paper during the campaign to take the overall campaign average frequency to 7.

Results of eDigital research package:

CONSIDERATION• Those who recalled the campaign were 25% more likely to consider

Market Deli

• Those who saw the campaign were 63% more likely to purchase Market Deli in the future

RECALL• 50% of Telegraph readers recalled seeing the activity

• 6% recalled hearing promotional activity on Classic FM (unprompted)

ENGAGEMENT• 51% of those who recalled the features read the campaign

• Nearly 1 in 4 recognised that the brand associated with the campaign was Market Deli

ACTION• 38% had done, or intended to buy a Market Deli product after seeing the

campaign

• Overall, 49% had done, or intended to take some kind of action

CLIENT VIEW“Our objective was to raise awareness of the real ingredients used in new Market Deli through a credible foodie channel via credible foodie authorities. The Telegraph partnership, featuring Tom Aikens and Xanthe Clay on The Great Food Journey, met this objective in an engaging and premium way”.

John Savage, Brand Manager

Cheddar Infographic by TMG