Bonne Maman's challenge was to increase sales in a declining sweet spread category, and raise brand awareness in readiness for new product launches.
In collaboration with the client, MediaCom developed a strategic platform of Indulgence. This caused us to change our press buying, reducing their previous reliance, on Outside Back Covers in favour of ad sites in Indulgent editorial. This was supported by a number of initiatives including the sponsorship of Sunday mornings on Magic FM, specially created supplements in The Times {Great Places for Afternoon Tea] and the Evening Standard [London's Guide to Picnicking], as well as Bonne Maman's first foray on to TV with C4's cook-umentary show, French Leave.
At the end of the first year of the campaign, sales of the core jam range has seen an uplift of 18%, with brand awareness in key distribution areas rising by 20%. In the second year, sales rose a further 15%. Bonne Maman then became the No.1 brand in their sector.
"MediaCom really took the time to understand our business and our brand. Their strategic approach and consumer knowledge allowed us to make Bonne Maman synonymous with quality food and good living. This has built us a loyal customer base, paving the way for our new product extensions. Their innovative use of media has also brought the brand to new audiences with fantastic results. Oh, and we like working with them."
