Beauvais Industries/den Gamle Fabrik Print THE BERRY PEOPLE CHILDREN'S NOVEL by ... & Co.

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THE BERRY PEOPLE CHILDREN'S NOVEL

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Industry Jam & Honey
Media Print, Magazine & Newspaper
Market Denmark
Agency ... & Co.
Copywriter Peter Metcalfe
Producer Charlotte Sejersen Orland
Illustrator Anders Walther
Released October 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: BEAUVAIS FOODS
Product/Service: DEN GAMLE FABRIK
Agency: & CO.
Copywriter: Peter Metcalfe (& Co.)
Creative Director/Art Director: Robert Cerkez (& Co.)
Senior Consultant: Gaute Parbo Niemann (Essencius PR)
Producer: Charlotte Sejersen Orland (Essencius PR)
Author: Lene Kaaberbøl (Alvilda)
Illustrator: Anders Walther (Alvilda)
Media placement: TVC - Danish Television - 27th Of October 2011
Media placement: Children's Novel - Bookstores, Supermarkets - 12th Of December 2011

Describe the objective of the promotion.
The objective was to increase the awareness of the Danish marmalade company Den Gamle Fabrik (The Old Factory). We made a concept built around the fictional tale of 'The Berry People' – small people that live deep in the woods with a passion for one thing: berries. But rather than doing print and outdoor ads from the very television-driven concept, we did something completely different: We wrote a 143 page children's novel about The Berry People.

Describe how the promotion developed from concept to implementation.
After the concept was launched on television, it became a huge success. Children started to send Den Gamle Fabrik stories of their own, which gave us the idea to write an entire Children's novel. We joined forces with a publisher and a renowned children's author, and distributed the book in bookshops, supermarkets and in the iTunes App store, where the book could be downloaded for free.

Explain why the method of promotion was most relevant to the product or service.
Because the concept was -in itself- a fairytale, it seemed so much more relevant to be true towards the universe, by making a fairy tale novel, rather than a traditional press and poster campaign. The target group also happened to be children and their mothers, and what is more relevant than to give them stories to share?

Describe the success of the promotion with both client and consumer including some quantifiable results.
The first edition was sold within 2 weeks. The 2nd edition is already in printing.
No.2 on the Danish Bestseller list
5/6 star rating in Denmark’s largest paper Politiken
5/5 stars on Danish iTunes App store (35,000 downloads)