Luxury Jarlsberg Cheese?
Hatch has recently delivered another viral email campaign for the Tine owned brand Jarlsberg, which moves on from the 2006 campaign.
The objective, over the next 8 months, is to re-position Jarlsberg in the UK as a luxury brand in the cheese market whilst increasing the size of the database. However, our task has been hindered by the fact that the Jarlsberg ‘brand’ has been compromised because Jarlsberg is also a ‘type’ of cheese; this means that many of the supermarkets can choose to re-package Jarlsberg with it’s own labeling. Very tricky indeed!
Nevertheless, in our efforts boost awareness of the brand, we have completely revamped the creative approach for the UK using black and gold as primary colour-ways to enrich the look and feel. We have also tried to associate the brand with other luxury items, that would be recognisable to the predominantly AB female target market.
The campaign has proved to be another success with a 50% open rate and 43% click-through rate. The viral activity also paid dividends with the campaign being shared with a further 300 prospects – around about a 10% increase on the good data we had.
Do you think we’ve achieved a more exciting and stronger appeal for Jarlsberg? Click here to have a look…
