There are some client wins that are particularly lovely to hear about. This is one of them.
Clarence Court’s Burford Buff eggs have now sold more than one million packs in under 12 months, and Stonegate has also picked up an Ocado Retail Supplier Excellence Award for the launch.
A brilliant result for everyone involved. And, because we’ve been part of the Burford Buff story from the beginning, it feels especially special to see the product doing so well.
A NEW EGG WITH A FAMILIAR NAME
Clarence Court already has a strong place in the premium egg market, so launching something new under the brand was never simply a case of putting another box on shelf. Burford Buff needed to feel recognisably Clarence Court, but still have enough personality of its own. That meant creating a clear look and feel around the launch, then making sure the same story carried through across the wider marketing.
Our part included creative design, launch assets and a dedicated social media approach to introduce Burford Buff properly and give people plenty of reasons to notice it.
Nothing too complicated. Just a good product, a clear story and consistent creative around it.
WHAT MAKES A LAUNCH WORK?
It is tempting, when a product reaches a milestone like one million packs, to point to one particular bit of activity and call that the reason. Real life is rarely that tidy.
A successful launch takes a product people actually want, strong retailer support, good distribution, a committed commercial team and customers who come back and buy it again.
Marketing has a part to play, but it is only one part. Its job is to help people notice the product, understand what makes it different and remember it when they are standing in front of a shelf or scrolling through an online shop. That is where joined-up thinking matters.
The packaging, photography, social content, launch activity and retailer presence all need to feel like they belong to the same story.
If each piece is doing its own thing, the brand gets quieter. If they work together, everything works harder.
ONE MILLION PACKS LATER
More than one million packs in less than a year is a pretty convincing sign that people have taken to Burford Buff.
The Ocado award is a lovely bit of recognition too, particularly because it reflects the wider collaboration between Stonegate and the retailer behind the launch.
For us, it is another reminder of why we enjoy long-term client relationships so much. You get to be there for the early conversations, the creative thinking, the launch itself and, hopefully, the moment when somebody calls to say, “You’ll like this…”
We certainly did.
Huge congratulations to the teams at Stonegate, Clarence Court and Ocado.
One million packs.
One award.
And one very happy bunch of people at Lolly.