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Jarlsberg’s big cheese giveaway
Added: (Thu Nov 30 2006)
Jarlsberg’s big cheese giveaway
Integrated acquistion campaign combines email promotion, PR and live events
London – 30 November, 2006 Hatch Partners, a creative online marketing agency, is partnering with PR agency Beattie Communications on a viral email marketing campaign to raise awareness of Jarlsberg cheese amongst UK consumers. The creative developed by Hatch features recipes, hints and tips and the chance to win a cheese wheel with a refer a friend option to improve the odds of winning. It encourages consumers to increase their usage of Jarlsberg as well as growing Jarlsberg’s database.
The email marketing, delivered on the ionMX email platform from Bluestreak, is part of an integrated marketing campaign celebrating Jarlsberg’s fiftieth birthday. The campaign also includes an offline competition, brand-building PR and cheese rolling events by Beattie Communications.
Sam Raingill, Commercial Director at Hatch Partners explains, ‘Jarlsberg is Norway’s most popular cheese and is aiming to grow market share in the UK. The brand owner, Tine UK, has been very progressive with the creative approach. Working with Beattie we will engage a broad audience using email to drive prospects offline to events such as the BBC Good Food Show where they can experience the product in context.‘
Bluestreak, a leading provider of digital marketing technologies and services, is managing the email campaign including cleaning the data, setting up the mailing, reviewing the creative for deliverability and monitoring the spam filters.
Sam Raingill adds, ‘We are using email to recruit customers then will retain and develop them with further waves of email marketing. We selected Bluestreak to be the full-service email service provider because of their understanding of everything from targeting and deliverability to email best practice and e-metrics.’
Dax Hamman, International Operations Manager at Bluestreak comments, ‘We will work with Hatch Partners to ensure email is used as an effective marketing channel for Jarlsberg cheese. This includes tracking the conversion rates and the member get member emails to deliver comprehensive reporting on the success of the campaign that can be used to improve the next wave of email. As the amount of available data increases we’ll be able to advise on segmentation and more refined targeting.’
The email launches this week and will be followed by further waves of emails to retain customers and increase their use of Jarlsberg cheese as well encourage participation in several offline events towards Christmas 2006 and throughout.
Hatch Partners and Beattie Communications joined forces to pitch for the Jarlsberg business successfully in August 2006.
About Jarlsberg
Jarlsberg with its characteristic sweet, nutty taste and large round holes,accounts for 60% of TINE BAs total export. Within a few decades Jarlsberg has become one of Norways greatest export successes in the world market. Jarlsberg is America's number 1 brand of Speciality cheese.
In 1830, the Swiss came to Norway’s Jarlsberg and Laurvig County (known as Vestfold County today) to teach the Norwegians to make cheese. These foreign master cheese makers were famous for making cheese with holes. There was active production in Norway until 1832. The cheese disappeared but the tale of its delicious taste was still in memory.
In 1956, the academic community at the Agricultural University of Norway at Ås undertook the task of reviving the cheese recipe from 1830. Professor Ole Martin Ystgaard and his team developed during his research a semi-hard, medium-fat cheese with holes, successfully combining the cheese-making traditions with modern technologies. The new cheese was named Jarlsberg after the county, where the earlier version had been made at the beginning of the 19th century. A new cheese category was established.
The export of Jarlsberg started cautiously in 1961. Today, TINE BA exports a total of 12,500 tonnes of Jarlsberg, with the USA, Canada, Australia and the EU being our most important markets.
Jarlsberg is found in all our markets and it is a delicious ingredient in many recipes.
About Hatch
Hatch is an independent, creative online marketing agency specialising in customer acquisition with a drive to offline marketing initiatives and events. It devises creative, integrated through-the-line campaigns for its clients building audience through user participation and feedback. Hatch are not restricted to online and have led the creative direction on practically all the offline partitions of the campaigns it has been involved with.
Technically speaking, Hatch makes extensive use of RSS and other emerging technologies to help its clients spread the word about their brands, products and services – but without the jargon.
Hatch has recently worked with brands such as Jarlsberg, Wella Haircare, and Caldesi with plenty more exciting campaigns launching over the next few months. Hatch can be contacted via Commercial Director – Sam Raingill: sam@hatchpartners.co.uk
About Beattie Communications
Beattie Communications is Britain’s leading independent public relations agency with a network of nine PR offices across the UK and 100 cities worldwide.
We employ more trained journalists than most national newspapers so, unlike some other PR consultancies, our staff know the press and media like no one else.
We marry this USP with the skill sets of senior external and internal communicators and strategists who have an in depth understanding of the public relations and brand building process.
Thus, we are able to deliver commercially-focused PR which positively impacts the reputations and financial performance of our clients.
About Bluestreak
Bluestreak is a leading provider of digital marketing technologies and services that help global marketers and agencies connect and interact with their online customers. A pioneer in rich media, the company today offers a full range of digital marketing solutions including a next-generation, permission-based email marketing platform, a powerful ad management solution and strategic services for guiding customers through digital customer acquisition and/or retention programs.
Bluestreak sets itself apart by providing marketers with state-of-the-art email marketing capabilities, including response-oriented creative development, email sweepstakes solutions, email program health checks and messaging on emerging platforms like RSS and SMS.
Headquartered in Providence, RI with offices in New York, Dallas and London, more information on Bluestreak can be found at: www.bluestreak.com.