Direct mail campaign boosts local demand for Wiltshire Farm Foods.

Wiltshire Farm Foods is part of the Apetito brand and is known for its contemporary take on the ‘meals on wheels’ service.

Staff and chefs hand prepare, cook, preserve and deliver meals to customers across the UK and Ireland through an extensive network of 70 local franchises and delivery drivers.

The company’s reputation for sourcing high quality ingredients, preparing a range of delicious and well-balanced, nutritional meals and delivering on time, is reflected in the growing demand for its services.

Wiltshire Farm Food's Goals

As part of a new business drive in support of their network of franchisees, Wiltshire Farm Foods wanted to boost awareness, generate new leads and brochure requests from the 70+ market.

Data HQ's Solution

Targeting older consumers requires a highly considered approach.

Care needs to be taken with the validity of up-to-date data to avoid offending contacts with inappropriate and out-dated records.

It was important to clearly identify and define data by territory to support each local outlet, always without cross-selling or duplication.

Data HQ identified that, due to the age range, traditional direct mail would be the most applicable and impactful marketing method, arranged quarterly across a 12-month period.

We selected contact records from our extensive and rigorously checked consumer lists based on criteria including age, demographic and location.

The Results

After Data HQ cleansed and prepared data, Wiltshire Farm Foods achieved an ROI of over 100% 6 weeks after the campaign launch. This increased to 1000% 40 weeks after launch.

The final results?

Brand awareness and its individual outlet traffic not only increased, Wiltshire Farm Foods benefited from a sharp increase in brochure requests during the campaign periods.