Trade media exposure is vital to attract buy in from retailers. Our Indian snacks client was a relative unknown when we started work; just a short while later, buyers couldn’t get enough, seeing Cofresh products everywhere.
A key strand of our communications strategy for Cofresh was to increase awareness of the brand amongst retail buyers, using earned editorial in relevant trade media, specifically in The Grocer and Asian Trader.
We worked closely with the Sales & Marketing Director to develop a category leading voice and produced material that showed retailers the commitment Cofresh had to developing their retail operations.
Using our extensive trade media contacts, we sold in bespoke pieces and secured a wide range of trade coverage for the brand. A large portion of Cofresh’s sales came around key holiday times, so we devised mini campaigns around Ramadan and Diwali, encouraging retail stock-in and offering merchandising tips. New product launches were backed by market research, with samples sent to key contacts to ensure that Cofresh stood head and shoulders above the competition.
‘You have blown me away with the level of commitment and passion for our business.’