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DAYLESFORD ORGANICS – HOW WE LAUNCHED AND MARKETED A NEW LIFESTYLE BRAND

OUR CHALLENGE
THE RESULT OF LADY BAMFORD’S COMMITMENT TO SUSTAINABLE AND ORGANIC FARMING, DAYLESFORD ORGANICS STARTED AS A SMALL FARM SHOP, EXPANDING TO AN EMPORIUM OFFERING SPA TREATMENTS, GARDEN ACCESSORIES, CLOTHING AND HOMEWARES. LUCHFORD APM’S CHALLENGE, FROM 2003 UNTIL MARCH 2007, WAS FIRST TO LAUNCH THE BRAND THEN MANAGE A COMMUNICATIONS CAMPAIGN WHICH BROUGHT IT TO THE ATTENTION OF AFFLUENT, CONSCIOUS CONSUMERS ACROSS THE UK AND EUROPE.

OUR SOLUTION
OUR APPROACH WAS TO DEVELOP A BRAND-BUILDING CAMPAIGN THAT USED ALL DAYLESFORD’S ASSETS – FROM NEW STORE AND CONCESSION OPENINGS (INCLUDING THE BAMFORD CLOTHING COLLECTION FROM 2005) AND NEW PRODUCTS TO LADY BAMFORD’S PERSONAL PROFILE – TO SECURE LIFESTYLE, NEWS AND SOCIAL/DIARY COVERAGE FOR THE BRAND IN THE UK AND ACROSS EUROPE.

OUR IMPACT
IN ITS FIRST YEAR, OUR CAMPAIGN RETURNED AN ADVERTISING EQUIVALENT OF OVER £2 MILLION, RISING TO OVER £5 MILLION OVER THE FULL TERM OF OUR ENGAGEMENT (FROM 2003 TO MARCH 2007).

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