Daring customers to eat more healthily
Bartlett Mitchell’s healthier eating campaign – DARE (Delicious and Responsible Eating) – provides customers with the real facts behind the food they’ve ordered. With a different topic each month on subjects such as salt reduction, how to eat healthily, why drinking more is good for you, the value of fresh vegetables, DARE enables customers to make a more informed choice of the food they eat. It’s hoped that not only will they make the right choice at work, but they will also adapt and take it back to their home life and family.
The campaign gives customers the facts and recipes as well as take-home kits to keep.
The company uses different streams to market the DARE campaign, with promotions around it in order to make sure that while it is clearly educational in intent, it is also seen as fun – “experience tells us that when you force information on to people it is rejected,” says Wendy Bartlett, co-founder.
The use of the traditional methods of marketing, such as notices, table-talkers and flyers are commonplace but to spread the message further the company is also using Facebook and twitter, which makes it part of everyday digital dialogue. The key to making sure any message is heard is good marketing, says Ms Bartlett.