Database driven direct mail to drive distribution of Chewits in the independent and convenience retail sector.
Chewits is a long established brand of sugar confectionery fighting for market share in an extremely competitive sector. Without a field salesforce, another means of contacting the independent retail sector was required.
Our solution was to develop a database of independent retailers who stock sugar confectionery and then target them with direct mail. Mailings are used to launch new products and cross sell within the range. A strong offer strategy is deployed to incentivise retailers to stock Chewits. Response rates average around 15%.
The mailing campaign is supported by trade press and point of sale within cash & carry.