Case studies
Kew-ing up for Ocean Spray Cranberry
Our brief was to host and re-create the iconic New England wet cranberry harvest here in the UK. So we donned our creative waders and set about forging a link with the Royal Botanic Gardens, Kew, who could offer the plant knowledge and London venue.
In sponsoring the Autumn Harvest Festival, the Ocean Spray Growers’ Cooperative brought the red splendour of the harvest “From New England to Kew, England” in October 2006.
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Smooth and Silky with World’s fastest waxer
Nad's is Australia's No 1 natural hair removal product. Our brief was to generate publicity for Sue Ismiel, the company's founder and holder of fastest waxer record, during a visit to the UK. FML organised a heavyweight media campaign targeting print, radio and TV that gave every householder in the UK an opportunity to see the Nad's message at least once.
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Winning the Game
To announce the start of the new game season and promote the wide range of game available in supermarkets, we used our relationship with buyers to set up an unprecedented sampling campaign in Tesco, Sainsbury and Waitrose. The campaign showed thousands of shoppers around the UK how easy game is to cook, and delivered a significant increase in sales during the activity itself, as well as a sustained increase over subsequent weeks.
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Ocean Spray health benefits
The challenge was to create widespread awareness of the health benefits of Ocean Spray Cranberry Juice Drinks… without making direct health claims.
FML sought to communicate directly with health professionals, to help build ambassadors for the brand and gain valuable third party endorsements.
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Kikkoman cooks up a double-act
Our brief from Kikkoman, makers of the famed naturally brewed soy sauce, was to launch three new soy sauce based products to national consumer journalists, communicating the sauces’ versatility and ease of use, plus provide recipe inspiration for the journalists and their readers.
To achieve this, FML decided on an “east meets west” approach with a double act cookery demonstration featuring “chef’s chef” Alastair Little and Japanese sushi expert Kiyoshi Hayamizu.
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A British turkey is not just for Christmas
The brief was to give British turkey a life beyond Christmas, making it a meat for any occasion. To meet this objective we created a challenge inviting sporting celebrities and TV chefs to submit their favourite British turkey recipe and then asking the public to vote for their favourite.
The winning recipe along with many others was published in a British turkey recipe book that was presented to press at top Indian restaurant Cafe Spice Namaste.
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Merrydown Cider – the perfect accompaniment to curry!
Our brief was to expand usage occasions for drinking cider by presenting Merrydown Vintage Cider as the perfect match to spicy food. FML arranged a cider and Indian food matching event at Michelin-starred chef Atul Kochar’s famous London restaurant Benares. Journalists enjoyed a six course tasting menu while TV drink pundit Joe Wadsack and Managing Director of Merrydown, Chris Carr, talked through how well the different varieties of Merrydown went with the food.
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Working with buyers
Working in partnership with supermarket buyers can increase sales and open new avenues for discussion between buyers and NAMs. We target buyers direct to secure meetings with/without client and discuss promotional opportunities ranging from in-store sampling to bespoke pos.
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