23 Jan 2008


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Kallo Foods in major door-drop and sampling campaign

Kallo Foods

marketing campaigns

Source : Kallo Foods
Kallo stock cubes is spearheading a major sampling programme for Kallo Foods with the brand's first ever door-drop campaign, the biggest piece of consumer marketing activity for the brand to date.

Kallo Foods advertising

During 2008, Kallo Foods will reach an estimated 8 million households through a series of door-drop activities and sampling events across the country, designed to stimulate trial of its leading brands Kallo, Whole Earth and Just Bouillon.

Part of a £1m programme to support the brand during 2008, the first door-drop campaign will reach three-quarters of a million targeted homes this month near Sainsbury’s, Tesco and Waitrose stores predominantly in the South East.

Consumers will receive a leaflet with a money-off coupon for Kallo stock cubes and two winter warmer recipes developed in partnership with top celebrity TV chef and cookery school owner, Nick Nairn.

Commenting on the campaign, brand manager Caroline Copsey said: "2007 was an exceptional year for the Kallo brand. The brand outperformed the stock cube category showing 12 per cent year-on-year value growth, versus a market up just five per cent. Kallo has firmly established itself as the brand leading organic stock cube range.

“We are delighted to have teamed up with Nick Nairn to produce the recipes that form an integral part of this door-drop activity. We know that our consumers enjoy cooking and regularly prepare meals from scratch and will therefore enjoy the recipes we have developed for them.

"This activity has been designed to encourage trial amongst our target audience as well as to reward the loyalty of our core consumers.”

As an additional piece of activity to support the door drop activity, consumers will be invited to enter a competition on the Kallo website to win an all expenses paid trip for two to Nick Nairn’s cookery school.

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