Just hearing the name Pyrex got our tails in a spin. A marketing campaign based around ‘summer cooking’ was the task and we were more than happy to take up the challenge.
Pyrex need no introduction. A household name the world over, they are a true mega-brand. A large range of products on offer and an instantly recognisable look and feel, it was a pleasure to be asked to get involved and a chance we relished.
Pyrex were in need of a two pronged marketing campaign to primarily boost summer sales and secondly bring a new product to market. The brief was reasonably open and allowed for any ideas from guerrilla or ambient marketing to the more standard advertising or online approaches.
Working with such a well-renowned brand is always an honour, but with that comes great responsibility. So we pulled up our socks, placed on our thinking caps, got brainstorming and head scratching. Innovative ideas were needed and working within a relatively tight budget really made us push the boundaries. After numerous sheets of screwed up paper, countless cups of coffee and some late pizza fuelled nights in the studio, we settled on a marketing strategy we were proud of.
Our whole campaign pivoted around the challenge of convincing the minds of the nation that Pyrex products can easily be used for summer cooking. The aim was to give the nation what they really wanted, to help them to make the most of summer. We would provide the tools, inspiration and the know-how to achieve summer cooking success with Pyrex.
…because summer’s too short!
At the centre of our strategy was the Pyrex ‘Summer Cooking Kit’. The kit included 4 summer friendly products and 7 summer recipe cards all neatly packaged in a free cooler bag. The wider promotional campaign structure took advantage of Pyrex’s major touch points including direct mail, email marketing, a micro-site, a mobile application and the all important in-store display unit. Each element built upon each other to create a solid marketing campaign all leading towards a significant increase in summer sales.
Author Chris Anderson
Toxic Creative – RESULT DRIVEN DESIGN & MARKETING
We’re based in Northampton and are experts in all aspects of graphic design, website design and marketing, from dynamic websites and printed literature to logo design and brand development … we do it all.
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