Examples of grocery trade communications projects undertaken by on-the-line

Examples and a case study

Examples of some on-the-line achievements

This page has examples of a small selection of grocery trade communications projects.

As they say the proof of the pudding, most are simply examples of product launch communications, though some are of a corporate nature.

At the bottom of the page there is an example of a case study for the launch and subsequent brand extension of Cadbury Highlights biscuits.

Images have been 'thumb-nailed' for ease of use and clicking on an image will open it in PDF file format. Hold your mouse over the picture for a description

Burton's Foods

Britain's second-biggest biscuit manufacturer has some great brands, Cadbury biscuits, Jammie Dodgers, Maryland Cookies and Wagon Wheels to name a but few.

Jammie Dodger two new variants Vimto and Vanilla Thriller

The Grocer August 6 2005 Cadbury Jaffa Cakes

Danone Dairy

Some of the fastest growing grocery brands in the UK including Actimel, Activia and Shape.

Leaf United Kingdom

Manufacturers of Chewits and Malaco kid's confectionery brands, I had to hit the ground running with this one as on-the-line started on April Fool's Day this year and a re-launch of Chewits had to be done in just two weeks, some results below.

Trigon Snacks

Planters and Big D nuts brands.

Zig Zag

An international rolling paper brand which was introduced to the UK in 1998, initially the target was to sell 6m booklets per year. Current sales rapidly grew to 110m per year. The company directors say that the trade press coverage achieved was critical to this success as it meant that trade buyers and independent retailers took them seriously

A case study - the launch of Cadbury Highlights biscuits

Cadbury Highlights were a landmark launch for Burton's Foods, it was their first foray into the 'better for you' biscuits sector. Brand manger, Julia Monoyouids emphasised the importance that trade press coverage would be to the success of the launch.

I have not gone into too much detail of the strategy behind phase one and two of the launch, nevertheless there was a coherent plan which was adhered to in order to achieve the results documented below.

Phase one

Initially Cadbury Highlights would only be available to the multiples in February 2005 , so editorial and advertising were directed exclusively towards The Grocer and MBR (Multiple Buyer & Retailer).

The editorial coverage achieved for phase one of the launch is below.

A trade advertising campaign ran in The Grocer and MBR to back the trade launch.
Three advertisements ran in The Grocer and two in MBR in January and February.

To give the brand even more leverage in the trade a four page 'New Product Profile' was published in The Grocer in February 2005.

Phase Two

Two new products Cadbury Highlights Nibbles and Cadbury Highlights Delights were launched in September 2005, though there was no advertising budget this time round, the opportunities for editorial coverage were much broader as the brand is now available in the convenience sector through cash & carries and delivered wholesale. Once again the results can be seen below.