Here’s a good-news story.
The other week I had lunch at my Dad’s.
On removing one of a trio of cheeses, I spotted a card in the bottom of the box.
It had a nice look, a classically grabby headline, a friendly tone and a sense of humour.
It told a winning, honest, educational and unusual story.
I was much impressed by the novelty, humanity and high quality of this communication, so I wrote to the company:
I just wanted to say how impressed I was with the writing on your cheese insert.
‘What makes our cheese special?’ is a fantastic piece of work.
I’m thinking of referencing it in a Small Business Owner blog post at some stage:
How would that sit with you?
If you liked the idea, I could include your input on how you came to write that piece and what sort of reaction it’s generated.
Just a thought. Let me know what you reckon.
Best regards and nice work! Paul.
Thanks for the positive feedback. Since we put the card inserts into the packs we have been receiving a lot more feedback from consumers which was really the point.
We want to develop a more direct relationship with consumers so we try to provide them with information that is useful to them in understanding who and what we are.
We wrote it (which is reflected in the style and the words) rather than letting a professional marketer loose on the job so it has authenticity.
Often regional food producers get wrapped up in talking about the features of the location and the methods of production which are very important to them but meaningless to the consumer unless they have been there.
We are trying to focus on the features of our business that add value to people eating our cheese no matter where they are.
Our location and how we make the cheese are a part of who we are which is why we also encourage people to visit us on the other side of the card. [See below. PH.]
Once people have visited a business and understand what makes it tick they are far more likely to develop brand loyalty.
Until then we have to give them information about ourselves that shows we are providing value to them.
We would be happy for you to reference the card.
Regards, Jane Bennett, Managing Director.
Now I was even more impressed. This company:
- Had a keen sense of self, its industry and its competitors.
- Knew what it wanted.
- Was passionate about what it did.
- Understood its strengths.
- Had the guts to back its own story and writing.
- Was prepared to build slowly, rather than rush for instant results.
- Was open to others spreading the news.
This ticks all my boxes on what a client, campaign and communication should be.
I think this is charming. And the fact it caught my attention amid the dozens of fliers thrust at me daily is a testament to its placement, content and design.
So it’s hats off and a big Onya Sonya! to Ashgrove Cheese.
In my book, this is the whey to achieve cut-through.
In fact, I can barely curd my enthusiasm.
What say you?