CELEBRATING 250 YEARS OF SANDWICHES

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CELEBRATING250 YEARS OF SANDWICHES
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Objectives

• Raise awareness with consumers of the
  anniversary
• Increase awareness of commercially made
  sandwiches (and sandwiches in general)
• Build on the heritage of the sandwich to create
  positive/patriotic ownership of sandwiches in
  the minds of consumers
• Increase sales of commercially made sandwiches
• Support BSA members through positive marketing
• Develop database for future marketing and
  research

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To create awareness of the Anniversary the
Association has registered a logo for use by the
industry on packaging, literature and in
promotions etc.
Awareness
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PR AGENCY APPOINTED
The Association has appointed a PR consultancy to
work with it in promoting the Anniversary,
particularly through consumer media
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CORE CAMPAIGN

• Aim is to establish an
• on-going media
• relations campaign throughout 2012

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CORE CAMPAIGN

• Press Office
• Part of the service being provided by Lewis PR
  will be a Press Office to handle media inquiries
  and to monitor media activity, including any
  negative media

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CORE CAMPAIGN

• Press Campaign Kicks off in January
• Launch of Logo and history
• Launch of new BSA website, Twitter and Facebook
  sites
• Sandwich designer of the year competition
  announced
• National competition announced

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CORE CAMPAIGN

• Follows through year
• The campaign will run through the year with media
  support for both new and existing activities,
  including
• Sandwich Designer heats and final media will be
  invited to final
• Sammies Awards

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CORE CAMPAIGN

• Event Tracking
• The campaign will also monitor events through the
  year which can be linked into the Anniversary

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Tracking Media Events
European Sandwich Show
British Sandwich week
4TH Earl of Sandwich died today
Start of Olympic year
National Bread Week
Food Drink Expo
Diamond Jubilee
National Watercress Week
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CORE CAMPAIGN

• New Consumer Website
• All activity undertaken by the Association will
  aim to drive consumers to a new BSA Lovesarnies
  website

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CORE CAMPAIGN

• Social Media links
• Twitter and Facebook sites are also being set up
  under the Lovesarnies name

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CORE CAMPAIGN

• On-line Focus
• The on-line focus has three key aims
• To build a consumer market database for use in
  market research
• To provide a focal point for the campaign
• To provide a means for directly supporting
  activity being undertaken by members

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CORE CAMPAIGN

• Support for Sponsors/Members
• Throughout the campaign will aim to provide
  support for those taking part by
• Highlighting promotional activities taking place
  by members and sponsors
• Providing those involved with a PR toolkit and
  ongoing information they can use in their own
  activities
• Wherever possible involving Members and Sponsors
  in local publicity initiatives

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CORE CAMPAIGN

• Sandwich of the Month
• One of the key features of the national campaign
  will be the promotion of a specific sandwich each
  month
• Through this we aim to provide the media with a
  focus story each month while also providing the
  means for commercial sandwich makers to directly
  benefit from the publicity by making the same
  sandwich their own Sandwich of the Month

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CORE CAMPAIGN

• Sandwich of the Month
• The Sandwich of the Month will be widely promoted
  through
• Media relations
• Social media
• Point of sale
• as well as the Lovesarnies website
• Sandwich of the Month starts in March

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CORE CAMPAIGN

• Sandwich of the Month Calendar
• A calendar of all the feature sandwiches will be
  announced by the end of November

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CORE CAMPAIGN

• Sandwich of the Month
• First sandwich of the month
• In March
• The Red White Bacon
• Premium BLT

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CORE CAMPAIGN

• The Red White Bacon
• This ties into a campaign by BPEX to promote
  British Bacon during Connoisseurs Week in March
  using the same title

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CORE CAMPAIGN

• The Red White Bacon
• Each Sandwich of the Month will be supported by
  POS material. This is aimed at smaller
  businesses but the artwork will be available for
  everyone to use and adapt to their own markets.

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CORE CAMPAIGN

• Sandwich of the Month
• Poster

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CORE CAMPAIGN

• Rolling Competition
• Another feature of the national campaign will be
  a rolling competition running through the year
• Part of the aim of this is to drive consumers to
  the Lovesarnies website

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CORE CAMPAIGN

• Rolling Competition
• The competition will feature a main super prize
  of a Holiday in Hawaii (the Sandwich Islands)
• Plus
• Monthly draw prizes

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CORE CAMPAIGN

• Rolling Competition
• The competition will be promoted through POS
  material, on pack QR codes as well as via social
  media etc.

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CORE CAMPAIGN

• Rolling Competition
• There is also a facility for individual retailers
  and brands to use the same competition to offer
  their own customers a prize each month as well as
  allowing them to enter the national one

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CORE CAMPAIGN

• New Consumer Magazine
• March will also see the launch of a new on-line
  consumer magazine to support the campaign
• The aim will be to carry features and information
  for consumers as well as to provide direct
  support for member promotions and events etc.
• The intention is that this should have the feel
  of a magazine and should be compatible with
  iphones etc.

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CORE CAMPAIGN

• BRITISH SANDWICH WEEK
• MAY 13-19TH
• To mark the Week the Association is planning to
  co-ordinate a major event around the industry

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ADDED VALUE CAMPAIGN

• THE WORLDS
• BIGGEST PICNIC LUNCH
• Wednesday 16th May 2012

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CORE CAMPAIGN

• The Worlds Biggest Picnic Lunch
• The aim of this is to create an event to mark the
  Anniversary in which sandwich businesses can
  create their own local PR events and gain the
  publicity and goodwill

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CORE CAMPAIGN

• The Worlds Biggest Picnic Lunch
• The aim will be to co-ordinate picnics across the
  UK with individual companies organising their own
  events to raise money for a charity of their
  choice

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Market Data

• Market Research
• The Association has been reviewing current market
  research requirements for the industry with the
  aim of trying to improve the accuracy of
  information available

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Market Data

• Market Research
• The following has been identified as the key
  information required by members.
• Total sandwich market (value/volume)
• Growth comparisons yr-on-yr by sector
• Like for like sandwich sales (value volume)
• Retailer rankings
• Fill type ranking
• Carrier type ranking
• Regional breakdown of key performance drivers
• Premade vs made on site
• Innovation trends
• Consumer attitudes and trends
• Consumer spend per visit

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Market Data

• Market Research
• As part of the activity programme the Association
  will be inviting market research companies to
  suggest how this data might be obtained

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Market Data

• Market Research
• At the same time the Association is aiming to
  build a consumer database from responses to the
  Anniversary campaign with a view to establishing
  a means for better
• attitudinal research in future

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Market Data

• Marketing Database
• The database will also be used as the year
  progresses to support the campaign through direct
  marketing of competitions and the Sandwich of the
  Month

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Market Data

• Market Research
• While the database that is developed will be used
  to support marketing and research by the
  Association it will not be released to others in
  the industry in order to protect the customer
  confidentiality of participating retailers

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Flexibility

• The aim has been to build a generic campaign that
  allows individual businesses to do their on own
  marketing while also taking advantage of the
  national publicity support being provided.

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The Campaign

• Funding
• Two means are being used to raise the funding for
  the campaign
• Sponsorship businesses can become sponsors and
  agree a level of direct funding support with the
  Association
• Levy on logo for smaller businesses a levy of
  50p per 1,000 impressions of the logo is being
  introduced

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The Campaign

• Logo POS Partners
• To support the printing of logos on packaging,
  the Association is licensing packaging and
  labelling companies to provide this facility for
  their customers. So far the following have been
  licensed
• Tri-Star Packaging
• Colpac
• Planglow

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For further information please contact BSA
Director Jim Winship 01291 636331 Email
jim_at_sandwich.org.uk Or Tony Lorimer 01291
636333 Email tony_at_sandwich.org.uk