Dukes of Chippingdom campaign wins the 2021 B2B Integrated Campaign at the Drum Awards for Marketing Wednesday 14 July 2021
Lamb Weston strikes gold again with its marketing agency, Art of the Possible, by winning the 2021 B2B Integrated Campaign at the Drum Awards for Marketing. Along with its creative agency, WAA Chosen, an innovative strategy for the launch of Lamb Weston’s Dukes of Chippingdom clinched the win against contenders such as Click Travel, Barclaycard Business and Monster Energy (Coca Cola).
By using a combination of digital and social platforms, Art of the Possible came up with a memorable campaign that smashed all the targets that were set and placed the Dukes of Chippingdom firmly onto plates in pubs.
A gap in the out of home market was identified with consumer research and what followed was a series of interviews, focus groups, data analysis and product testing to come up with the strongest proposition for Lamb Weston’s new product.
73% of all dining out occasions feature chips and Lamb Weston grasped an opportunity to produce an excellent thick cut chip with a handmade look and all the attributes that the consumer looks for in a great chip, namely a golden colour, a crispy exterior and fluffy inside. But this chip was extraordinary as it was the Company’s first 100% British chip, made from 100% British potatoes!
To stand out, the Dukes of Chippingdom were given a personality that offered heritage and nostalgia in line with the target market - the British pub - and promoted Lamb Weston as an innovative company that was approachable and understanding of the needs of pub operators, and pub goers.
Posting across different social platforms, at times when chefs would be online, the Company’s brand position was to become a true ‘partner in potatoes’ offering POS, free samples and other operational support to both wholesale and operator customers.
Andrea Deutschmanek, International Marketing Lead Northern Europe, Lamb Weston; “We are so proud to have achieved external recognition by renowned marketing experts at the top of their game for the Dukes of Chippingdom launch campaign. We wanted to create a forward-thinking brand and working with the team at Art of the Possible, we were able to conceive a novel campaign for a clearly defined market, since we’d done our homework; digital marketing is critical nowadays in telling a brand story. Our thinking was based on real consumer research, trends and NPD innovation – because every pub deserves proper British Dukes of Chippingdom.”
Kat Patterson, Managing Director, Art of the Possible; “We're incredibly proud to be working with such brave and passionate clients. Andrea is focused on the customer and leverages real insights to help develop products that make a difference in the market, and our job is to collaborate with our clients, building campaigns that do their products justice. It was exciting and refreshing to work with the Lamb Weston team, and we are thrilled to have been recognised by The Drum for our passion for marketing - as well as potatoes!”
The judging panel was a collective of top flight marketers from around the globe including Lisa Batty, Head of Brand Strategy, Tik Tok; Nishma Robb, Director of Brand Reputation, Google UK; Matthew Barwell, Chief Marketing Officer, Britvic and Jan-Paul Jeffrey, Head of Marketing, VISA.