Aunt Bessie’s branded Cakes from Bright Blue Foods

Objectives

  1. To launch Aunt Bessie’s new range of ambient cakes into the grocery trade press
  2. To drive sales among key target buyers – mums with families and older consumers.

Tactics

Consumer: Raise awareness with editorial coverage in consumer press; engage with promotions on social media; collaborate with key ‘Mummy bloggers’ on product reviews and reader giveaways.

Leapfrog implemented a classic consumer press desk facility with press releases and photography to journalists on the key women’s magazines, nationals and large regional press. We issued product samples to the main titles and managed a giveaway programme.

Trade: This was Aunt Bessie’s first venture into the ambient cake sector and Leapfrog secured coverage for the new products in the key food manufacturing and grocery press and set up interviews with the new CEO of Bright Blue Foods who manufacture the product under licence.

Results

Aunt Bessie’s secured coverage in key trade including The Grocer, Food Manufacturing and British Baker and consumer magazines such as Essentials and Yours. The new products also secured reviews on 10 of the top ‘Mummy bloggers’ websites reaching a total audience of more than 400,000 readers.