Denhay Farm
-Dorset-based farming and food business opts for Valassis to tempt customers into trying its award-winning bacon-
26th August: Denhay Farm, the West Country producer of finest quality dry cured bacon, has launched a coupon campaign with Valassis Ltd, the UK’s leading coupon services provider, for its award-winning spoiltpig range of bacon which carries the RSPCA Freedom Food mark.
The coupons give 50p off spoiltpig smoked or unsmoked dry cured back bacon, currently available in some Budgens stores, 320 Morrisons stores across the UK and to be available from some Tesco stores in the autumn, at an RRP of £2.79. The coupon campaign was launched at the Bristol Wine & Food Fair, and has continued at Tasting sessions in Bath and Bristol throughout August.
Amanda Streatfeild, marketing director of Denhay Farms Ltd, says, “We are incredibly proud of our new spoiltpig bacon as it is the first bacon we have produced to carry the RSPCA Freedom Food mark. The pigs come from Freedom Food assured British farms and are reared outdoors. We believe that consumers deserve to know that the food they are buying is of the highest standards, not just in terms of quality and taste, but also consistent and humane levels of animal welfare.”
Streatfeild adds, “For us, we find the use of coupons a way of getting information out to people who might like the opportunity to know a bit more about the product. Working with Valassis has allowed us to reach a wider audience, especially as we are looking to put the product into more supermarkets later in the year. We chose Valassis because they are the best known company in the business, and everything has worked out very well. Coupons carry that ‘feel good factor’ and when you give them to someone they seem genuinely pleased.”
Charles D’Oyly, managing director of Valassis, says “Coupons are proven to be an effective means of engaging with consumers and encouraging them to try something new. Compared with some other forms of promotional marketing, coupons can be designed to inform the consumer and strengthen the brand’s image and core messages, such as the strong animal welfare messages that are the mainstay of Denhay Farm.”
D’Oyly adds, “Coupons have become increasingly effective at increasing sales and encouraging brand loyalty in the recession, as they enable brands to cut through the price promotions that are crowding the grocery shop aisles. We have seen that brands are continuing to use coupons to drive sales in the recession and we are pleased to be supporting Denhay Farm’s campaign to build the popularity of its award-winning bacon.”