Client: The Jacob’s Bakery

Agency: Clarke Hooper Consulting

Copywriter: Maris Silis

Art director: Warren Moore


Client: Guinness Brewing

Agency: Brann

Copywriters: Jon Dytor, David Washer, Mark Beeching

Art director: Jon Dytor


Client: International Distillers & Vintners

Agency: IMP

Copywriter: Marcus Park

Art director: Andy Regan


Club biscuits compete in a sector where nearly half the volume goes into

lunchboxes. Jacob’s winning entry exploited this fact by targeting

primary and secondary school music teachers, as well as schoolchildren,

parents and relatives with a wrapper collection scheme. The special

wrappers could be redeemed for musical instruments, which the school

could select from an extensive catalogue.

The judges applauded both the understanding of the marketplace, and the

quality of the promotional material, which produced ’impressive


Through a mixture of a hotline number on wrappers, telemarketing, and

mailing an authorised list of music teachers, 24,500 schools were

persuaded to register for the scheme. All were sent a collecting kit,

instrument catalogue, and music teaching resource book.

By the end of the programme, 56% of the schools had claimed 36,000

instruments, with a retail value of pounds 800,000. Sales of Club

biscuits increased by 52%, moving the brand into second place, ahead of

Penguin. Household penetration increased by almost 70%, to 11.2%. The

company has also built a comprehensive database for similar activities

in the future.


Smarting from losing market share to Murphy’s in 1996, Guinness planned

an integrated campaign for early 1997 with four key messages: St

Patrick’s Day is approaching; it’s a great excuse to party; you don’t

have to be Irish; but Guinness is an essential ingredient. The campaign

included DRTV, which generated around 25,000 responses, and a fulfilment

pack for 18- to 34-year-old Guinness drinkers. Draught achieved its

highest-ever bi-monthly market share.


More than 90 products have been launched in the alcopops and related

sectors in two years, so grabbing the attention of trade buyers for the

birth of Street Car was going to be difficult. They received a sack

labelled ’Handle with care. Gator egg’. Inside was an imitation

alligator egg containing a sample bottle. The accompanying literature

was headlined ’You won’t believe how big these babies will get’. Street

Car has achieved listings in 75% of key accounts.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message