Pac ‘n Vac manufacture a new style of food storage that creates a vacuum round the food by means of a flexible lid and unique valve. Although there are other products on the market that include a vacuum process, these mostly involve suction tubes or electrical apparatus.
E-Commerce Website and video
With direct sales proving significantly more profitable and manageable than sales via retailers, Pac ‘n Vac wanted a fully functioning e-commerce website as soon as possible. We agreed that an optimised e-commerce site would also create a firm foundation for future marketing activity.
With the important USP of a ‘natural’ vacuum process we began looking at the wording of the product proposition, creating a series of statements to stream on the home page. Hand in hand with this process, we produced keyword analysis that gave a clear steer regarding initial search terms. To further endorse the products many benefits a video was produced for the home landing page covering all the USP’s of the product.
We also looked at ways to make the e-commerce aspect of the site as clear and fast as possible, categorising the products by usage (domestic or professional) and making it easy for the customer to select preferred options and take advantage of offers.
Press Advertising and leaflets
Looking for accurately targeted value for money advertising with brand development potential, we sought press exposure to a food-conscious readership which includes food professionals such as chefs and restaurateurs.
With the Celebration of Sussex Life 2016 awards under way, we negotiated a media package that included sponsorship of the Food & Drink Innovation of the Year category, a full page advertorial in Sussex Life Magazine, a series of quarter and half page ads in Surrey and Sussex Life magazines. The package also included a content marketing article on the Sussex Life website for 12 months, a full page ad in the Celebration of Sussex Life Yearbook and a banner ad on the Surrey and Sussex Life website running throughout August, all of which providing longer term coverage. Information leaflets were also produced to provide a broader overview of the product features and benefits.
Structured around the Celebration of Sussex Awards in this way, the campaign provides incremental social media coverage and opportunities while the ads and advertorial are generating clicks to the website and improving brand recognition for this innovative product.