Tate & Lyle launches b-to-b direct mail, email campaign

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Direct mail for Purefruit campaign
Direct mail for Purefruit campaign

Agribusiness manufacturer Tate & Lyle is launching a b-to-b direct mail and email campaign this week to promote and generate leads for its new brand of sweetener called Purefruit.

The campaign, which targets marketing managers at beverage manufacturers, promotes the benefits of using the all-natural sweetener in food products such as juices, yogurts and baked goods. “With this mail campaign, what we really wanted to do was to generate awareness around the product and build some excitement,” said Erin Inventor, marketing research manager at Tate & Lyle.

Inventor said that one of the key selling points of the product is that it is made from fruit, and so the creative emphasizes this through photos. “We have learned from consumer research that the word ‘fruit' conveys comfort and trust, and it helps convey good taste too,” Inventor said.

Looking to mirror the uniqueness of the product, the direct mail piece has a clear envelope, along with a thought leadership piece on the benefits of its usage. Marketing agency Jacobs Agency worked with Tate & Lyle on the effort.

“We want the piece to break through what these marketing managers see day-to-day,” said Lisa Schellenberg, account manager at Jacobs Agency. “We want it to stand apart, since the product is the first of its kind in the marketplace.”

The mail and email pieces are going out to about 1,000 different companies. The first mail and email pieces went out to part of the list this week and a version for the second segment of the list will go out next week. “The big challenge we were facing was reaching marketing managers at beverage companies, and we decided that direct mail combined with email would be the best way to get their attention,” Schellenberg said.

The direct mail and email efforts will be followed up with a nurturing campaign, which will run throughout the year. Tate & Lyle will be tracking each channel and follow up efforts will be guided by a recipient's response.

The company first introduced the product to market in April 2011 and launched an awareness campaign, which includes print, online and trade show marketing this past September. This campaign will continue to run throughout 2012.

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