To raise awareness of the SIG Roofing brand within the roofing contractor community.
“Britain's Best Cafe” was envisioned as a means of reaching the target demographic in an environment synonymous with the value of the company and industry at large. What better place to reach them than via their favourite cafe?
The campaign commenced with a programme to recruit cafes via PR and direct mail.
The registered cafes were supported with a full point-of-sale kit and localised PR support. Various promotions were executed during the voting period including social media campaigns and marketing, radio and TV interviews and a flash mob on the clients YouTube channel. A dedicated website was built to promote the campaign and manage the voting process. The programme culminated in an awards lunch at prestigious London venue 'The Brewery' in Chiswell Street, with the winning cafe being awarded the prize of a 5-day trip to New York.
Over 500 cafes entered the competition in 2017, an increase of over 200 cafes on 2016, as well as over 25,000 public votes cast for their favourite cafe.
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