MERCHANT’S HEART BRINGS OUT THE BEST CAMPAIGN

WE CREATED SOCIAL MEDIA CONTENT AND SALES MATERIALS TO COMMUNICATE THAT MERCHANT’S HEART BRINGS OUT THE BEST

Building on a new strategic and visual concept initially developed by the client’s LRS internal design team, we created social media content and sales tools to launch the Merchant’s Heart Brings Out the Best campaign.

Photography | Graphics | Written Content for Social Media | Sell Sheet | Selling Deck | Menu and Trade Ad Templates | Brand Guidelines

The Challenge

Merchant’s Heart was a hidden gem in the premium mixer category that struggled to compete against more widely recognised competitors, despite differentiating itself as a spirit enhancer.

The brand team had began to explore a new strategic concept, Brings Out the Best, to highlight the brand’s benefits through visual and written communication, but needed support to embed the concept with a wider audience.

THE Insight

Merchant’s Heart flavour notes are lifted by generous carbonation and deliberately feature a ‘transparent middle’ that makes way for the spirit to star. To communicate this unique feature, we extended the new visual world of Brings Out the Best to demonstrate how Merchant’s Heart elevates every serve.

The APPROACH

Brings Out the Best was brought to life through the production of photography, graphics and written content for social media, helping to communicate the brand’s benefits and catch the eyes of consumers.

The concept also needed to be reflected in sales materials. A selling deck and sell sheet were created, together with menu and trade advert templates, to put the concept across to the trade.

Finally, brand guidelines were created to ensure Brings Out the Best would be communicated consistently across all marketing activities.

THE WONDER

Merchant’s Heart new social media content is live and has seen increased engagement, suggesting a greater awareness and resonance among consumers.

The sales materials have been received positively by existing account managers and have helped increase understanding of the brand among trade professionals, resulting in multiple new accounts and a sales uplift across the range in both on-trade and retail.

The brand guidelines have ensured a consistent approach across the brand’s visual communication, reinforcing brand recognition.