Wiltshire Farm Foods

National direct mail campaign increases local demand

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Wiltshire Farm Foods is part of the Apetito brand and are known for their 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. Their 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 their services.

Objectives

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

The insight Data HQ provide has really helped drive response rates and acquisition whilst reducing overall campaign costs.

Solution

Targeting the older consumer market requires a considered approach. Care needs to be taken with the validity of up-to-date data to avoid offending through inappropriate and out-dated records. There was also the question of clearly identifying and defining data by territory to support each local outlet, and without cross selling or duplication. We felt that, due to the age range, traditional direct mail would be the most applicable and impactful marketing method, and this was 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.

Results

Each quarterly campaign since we have been working with Wiltshire Farm Foods achieved impressive response rates of 4%, which exceeded client expectations. Awareness of the company and individual outlets not only increased, Wiltshire Farm Foods also benefitted from a sharp increase in brochure requests during the campaign periods. Response analysis reports have demonstrated that Wiltshire Farm Foods has gained a very impressive return on investment.