The team were tasked with developing a long-term consumer campaign for the brand to a targeted affluent UK audience. To build brand awareness, grow online sales and improve trade relations.
We arrived at a solution to develop a community building affinity platform, which aligned to both the Birchall values and the audience passions, in order to build an emotional connection with our audience and effectively drive them to purchase.
#BirchallsBritain is an on-going content platform that looks to unearth the best natural, cultural and culinary experiences across Britain, and delivering Birchall’s core brand values of discernment, great taste, highest quality and tradition in parallel.
Using smart editorial, impactful imagery and enriching video to deliver an engaging content series, hosted on Birchall.co.uk and distributed across key social platforms, partner sites and energised through creative influencers in local communities.
Since launch the campaign has seen 71% increase in organic site visits from search and x25 increase from social platforms. This is growing at 50% month on month. Natural search ranking has increased from page 14 to page 2 for search term ‘BREAKFAST TEA’. Consumer and trade sales are continuing to grow month on month as a direct result of the campaign.
Since 2016 Birchall is the tea served at celebrated British events and venues – Chelsea Flower Show, Royal Ascot, Queens Tennis Club, Lords Cricket Club & National Theatre. Key results below.
INCREASE IN SALES
NATURAL SEARCH RANKING
UP FROM Pg. 14