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The Audience

Aberfield was given the tasty task of helping Kings Elite Snacks launch its new range of protein-packed British biltong and jerky to consumer, trade and business audiences via an integrated marketing campaign, positioning the new products as an ideal supplement for training or for guilt-free snacking.

Kings Elite Snacks’ immediate business objective was to secure national listings with retailers, which made it imperative to demonstrate a high level of marketing activity to support the product, help build consumer awareness of the brand and encourage trial purchase.

The Campaign

To launch the new products, we implemented a multi-channel campaign which incorporated consumer and corporate media relations, including a targeted media sample drop, as well as video content production and social media management to support listings and grow consumer engagement.

Utilising the brand’s famous founders, former England rugby internationals Mike Tindall and brothers Charlie and James Simpson-Daniel, we created a series of short videos about the brand’s rich heritage to educate consumers hungry for guilt-free gourmet snacks.

Hosted on Kings’ social media channels and website, the videos were used as a sales tool, to visually communicate the taste, health credentials and heritage of jerky and biltong to supermarket buyers.

Engaging directly with consumers on Kings Elite Snacks’ social media channels, we boosted engagement levels with its target rugby community audience during the launch period, with strategic content planning, creation and daily management. Activities included hosting money-can’t-buy signed England rugby merchandise competitions, branded content and innovative product competitions to directly engage consumers and grow brand loyalty.

The Influence

The launch campaign achievements included:

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