Sales of marmalade were in decline, thanks in part to the ‘war on sugar’. Taking marmalade’s place on the nation’s breakfast tables were high-protein nut butters. Not even the world-famous Mackays Dundee Orange Marmalade was immune to the downward trend. Determined to reverse this, Mackays came to LUX.
Consumers are more forgiving of higher sugar content when it can be balanced with other product attributes. In Mackays case, the answer is superior quality, taste, centuries-old tradition and the provenance of its oranges. Together, these could tip the scales back in the custodian of marmalade’s favour.
To help consumers understand all the wonderful facets of Mackays’ marmalade, we had to immerse them in it. Cue ‘From Seville, With Love’ – a high production short film that dramatised the journey of the oranges from sun-kissed Andalusian orchards to copper-bottomed pans in Dundee. The film was deployed as part of a major integrated campaign including social media, digital advertising, PR and sponsorship; all communicating cues of quality and taste. Given a certain Peruvian bear’s passion for marmalade, a large scale cinema screening of a Paddington double bill – with the blessing of StudioCanal+ – was the perfect launch event…with Mackays-slathered sandwiches for all.
With double-digit market-share growth, Mackays is now the fastest-growing marmalade brand in the UK. We even managed to get the marmalade market back to growth for the first time since 2015. No mean feat.
Marmalade brand in the UK
FOR BEST FOOD CAMPAIGN AT THE MARKETING STAR AWARDS
growth in the UK marmalade category overall
growth for Mackays Dundee Marmalade