Just Bouillon is conducting its biggest-ever sampling exercise this spring with the launch of a major door-drop campaign. Part of a £1m support programme for the brand this year, the door drop will reach almost a million consumers, predominantly in the South East and in areas near major multiples. This is the first major sampling exercise for the brand for several years.
Designed to be more than just a money-off exercise, the door-drop has four separate elements offering added value to consumers. It offers three 20p off vouchers off any purchase from the Just Bouillon range; £10 off cookware from Debenhams; three tasty spring recipes featuring Just Bouillon stocks and the chance to win a set of professional Sabatier knives in a web competition.Commenting on the campaign, Brand Manager Sarah Crow said: “Last year was a record year for Just Bouillon. The brand outperformed the market with a double digit increase in value sales of 17.2 per cent in a market growing at just 8.2 per cent (IRI Dec 07).
This door-drop aims to capitalise on this success and strengthen the brand still further. Just Bouillon is a premium brand, made from the finest natural ingredients. “Consequently it is attracting new and slightly younger consumers to the fixture, providing increased profit opportunities for retailers.“We know that our consumers are passionate about food. This campaign gives us the opportunity to create a dialogue with them and tell them more about the brand they know and trust. It will also introduce new consumers to Just Bouillon and reward the loyalty of existing purchasers of the brand.”