Challenge
Campbells Prime Meat is a leading food service brand, proudly serving restaurants and businesses across the UK. In recent years, they’ve added Direct-to-Consumer (D2C) to their ever-expanding repertoire.
However, due to the restrictions of GDPR legislation, their customer database was more than halved in size. This, coupled with fierce business competition, meant a new strategy was required to engage existing customers, intrigue new ones, and, ultimately, boost sales.
Solution
Our goal was to make Campbells a brand that customers would find it difficult to walk away from. To achieve this, we had to completely overhaul their email strategy and create compelling, brand-building content.
Firstly, our sister agency Union Data built a lifestage customer segmentation model based on customers’ relationship with Campbells. We then created buyer personas, customer journey maps, and detailed contact strategies accordingly.
We told Campbells’ story beautifully, completely overhauling their email content. We showcased their 110 year heritage, prime produce, and the craft of their master butchers. We created new product collections based on customer feedback and buying patterns, and used behavioural economics to create a tone of voice which created added value for the customer, even when we were promoting discounts.
Finally, we began rigorous testing before rolling out the newly-optimised email strategy across the database.
Results
Our work has led to some truly satisfying results.
Not only did we increase Campbells’ average order value by 23%, automated revenue now accounts for 10% of all email revenue, and is set to grow even further as the programme evolves. Also, by the end of the launch phase, revenue was in line with the previous year, despite having one-third fewer active customers on the database due to GDPR.
All in all, Campbells’ D2C capabilities have – with our insight, guidance, and expertise – gone from an afterthought to an integral part of their business, thanks to email strategy.