Food and Drink
About Hot Marketing Independently-owned full service agency providing creative, informed, results driven, cost-effective, POS, through the line advertising, marketing, design, online and PR to a wide range of clients.
Expertise Food/Drink Asda, Marks & Spencer, Gerber Halal Baby Food, Tusker (African lager), New York Bagels (Mapleleaf), Society of Licensed Victuallers, Saxby’s, Tilda Rice, Kingfisher Beer, Clausthaler Lager, Elephant Atta (Rank Hovis), Walkers Wood (Caribbean Cuisine), Hyperama, Lee Kum Kee, KTC, Cereform, Monster Munch, Morrisons, Lion Beer (Sri Lanka), Huber (US), Morrisons, Tesco, Pizza Hut Fashion, Lifestyle, Retail Early Learning Centre, Startrite Shoes, Betty Barclay, Triumph, Yellomiles, Airbox, Church’s, Romika, Marks & Spencer, Asda, Talk Talk, Samuel Heath, Petasil, Grundl, Rieker, Calais, Bernat, Lily Sugar ‘n Cream and Caron Ethnic M&S, HSBC, Tilda, Elephant Atta (Rank Hovis) BBC Network East, Ethnic Food Show, Walkers Wood, KTC, East End Foods, Stratec Global Communications, Gerber, Lee Kum Kee, Hyperama, Tesco, Morrisons, Pizza Hut Services HSBC, Startec Telecommunications Plc, Nordic Timber Council, Leicester City Council, Motorvogue, Clarifoil Travel Milsom Hotels, Echo Beach Hotel, Calais Exhibitions BBC Haymarket, BBC Network East Live Mega Mela, Ethnic Food Exhibition
Services
Concept, art direction and copywriting Design and artwork Print and POS TV and radio Press and outdoor Online Media planning and buying PR Event management Ethnic marketing
KTC Hot works through the line for KTC. Work includes trade and consumer press, PR, outdoor, cinema, TV, packaging, on line and photography. KTC (Edibles) Ltd, founded in 1971, is probably best known in the UK as the largest family owned manufacturer of high quality cooking oils (supplying over 250 million litres a year) and essential ingredients. In fact KTC now offers in excess of 300 food products from tinned pulses and tomatoes through to gram flour and spices, as well as the popular Caribbean brand Sea Isle. Hot Marketing gave the brand an identity to build the brand and take it out of commodity status
KTC
KTC Hot Marketing was tasked with coming up with a TV advert that showed the versatility of KTC products and their availability, that would appeal to both ethnic and mainstream audiences.
KTC Hot Marketing designed and built an entirely new website for KTC to facilitate all its markets, including consumer, trade and food service.
Asda World Foods Initial brief to create a cohesive, cost-effective campaign to target the diverse range of shoppers attracted to Asda’s world food aisle. Initially created a calendar of key events including hosting the first ever diversity conference for Asda store and people managers to educate them about the products and the campaign. Created an inclusive marketing strategy to target key segments of the community for Asda: including Press and Radio advertising in and on key ethnic media (Jewish, West Indian, Polish, South Asian), DM to named South Asian households for both Eid and Diwali, door drops to the Polish community and West Indian Community, in-store eventing with culturally correct activity. Result 150% sales increase in one year.
Asda World Foods
Asda World Foods
Asda World Foods
M&S Café Revive Hot Marketing was asked to come up with an initiative that would attract customers to the Café Revive Outlets in store, because strangely, people didn’t know they existed. Hot created posters – “Shop until you Drop into....” which were strategically placed in changing room areas and at cash tills, along with table tent cards throughout the store. Hot was also asked to compile training and marketing guides for Barista’s and managers, educating them about coffee and how to market the offering. Launch, Defend and Attack packs were produced, allowing staff to order POS and incentive schemes from Hot Marketing. Footfall increased by 20% over a three month period.
M&S CafĂŠ Revive
Tilda Hot Marketing works through-the-line for Tilda on both mainstream and ethnic projects. Tilda is an unusual company in that it targets a multitude of communities: Chinese, AfroCaribbean, Indian, Pakistani, Bangladeshi, Iraqi, Afghan as well as the indigenous population. This has meant specialising in a number of sectors and carrying out a number of different community events from Notting Hill Carnival to Melas all over the country.
Tilda
Pizza Hut Pizza is one of the favourite dine out meals for the Indian community in the UK. Hot Marketing delivered a celebratory campaign centred around the festival of Diwali. Direct Mail, radio ads (in Gujarati, Hindi and Punjabi) and leafleting were included to help ensure Pizza Hut restaurants make the most of its Diwali offers. Hot Marketing also included a competition on the leaflet to help the food giant collect crucial data. Similar activity saw Hot grow Asda’s ethnic sales by 150% in just one year.
New York Bagels Hot Marketing was asked to create a TV campaign that would highlight bagels in a funky, non Sunny Delight fashion. The ad gained cultish status and saw sales rise by 60%.
New York Bagels Hot Marketing was also responsible for a cohesive PR campaign across trade and consumer media.
Suncrest Hot Marketing has given Suncrest and new, up-to-date image and produced a TV commercial on an extremely tight budget, which is mirrored through press and outdoor. Hot Marketing has also commissioned some inspirational drink photography, a social media presence as well as a new website.
Suncrest
Sea Isle Hot Marketing works through the line for Sea Isle and the first task was to transform the perception of Caribbean food with recipe development and top-draw food photography. Hot Marketing has also built a new website, a social media presence and has produced impactful advertising using the line ‘Caribbean Food From The heart’.
Saxby’s Saxby’s wanted to promote a range of ready made pastry that was available in the chiller aisles. Fern Britton was secured for advertising and PR purposes and a charity cookery book was produced in aid of Pink Ribbon. This was sold for £1 in supermarkets across the country and £80,000 was raised for the charity which also helped to secure further PR along with seasonal recipes under Fern’s name.
Clausthaler Clausthaler had an extremely tight budget. Hot came up with the idea of targeting dieting and pregnant women. This niche marketing gained Clausthaler extensive PR coverage and also maintained its position as Europe’s number 1 low alcohol lager.
Cereform Designed a suite of product brochures for Cereform’s range of baking ingredients to used as a selling tool and giving the company a strong brand identity. Hot Marketing also produced a B2B advertising campaign resulting in significant sales increase.
Lion Beer Hot has been tasked with launching Sri Lanka’s number one beer brand to the UK market whilst growing sales to the Sri Lankan audience. Activity to date: Produced a TV commercial for the Sri Lankan market on GTV; Introduced Lion to the On Trade at Imbibe Live, sampling over 3,000 people; Arranged a joint promotion with Cofresh to help gain sell through; Produced a sales presenter for the sales force; Secured sponsorship with National Curry Week; Designed and built the UK website; Delivering an ongoing Social Marketing campaign; We are also negotiating with Pat Chapman to help gain pull through into Indian restaurants.
Lion Beer
Huber Huber Lager and Huber Bock are just being launched in the UK. Activity: Hot Marketing has initially been tasked with providing the brand with an appealing identity and increasing the brands provenance. Hot Marketing has designed a sales presenter and website around nostalgia for American originals that it is fun engaging and very reminiscent of the “Mad Men� era.
Huber
Dixie Hot was asked to produce eye catching posters and table tent cards for the on trade and in particular restaurant outlets. The posters needed to portray an image of the “south� without being cliched. Dixie saw a sales increase of 17% in these outlets.
Tusker Lager Hot was asked to create a marketing strategy for Tusker Lager including a consumer advertising campaign. Hot conducted extensive research for the brand to gauge how the lager was perceived. Results showed that although respondents loved the taste of the lager, they actively disliked the Tusker packaging and branding, which was impossible to change for the British market. Hot devised a campaign that addressed the problem in a classy, yet striking fashion, which played on the brands authenticity and provenance which, from the research, were deemed to be strong selling points. Hot also carried out trade and consumer PR and formed a successful link with the TUSK Trust.
Tusker Lager
Recommendations “Hot Marketing has continued to impress me with its extensive knowledge of the UK ethnic market from Chinese to South Asian. Hot has been working with us for some three years now and has done everything from press, radio, in-store eventing, diversity conferences to DM campaigns to named South Asian households and we have seen our sales grow 150% YOY.” Noor Ali, Ethnic Grocery ASDA, Leeds. “I have worked with Hot for longer than I can remember. They are thorough, innovative and offer great insight and creativity. I wouldn’t hesitate to recommend this very capable team.” Peter Karsten, Managing Director, Lion Beer “We have a long standing relationship with Hot and they work for us through the line. They have an excellent knowledge of the food and drink industry and really, we see them as an extension of our marketing department. Their insight and expertise in the UK ethnic market has also been invaluable to us as a brand.” Lena Sagar, Marketing Manager, Tilda “Hot has worked with us for over 10 years creating through-the-line campaigns - everything from PR through to TV commercials. I think the longevity of our relationships speaks volumes.” Guy Hall, Marketing Director, New York Bagel Company “Hot Marketing understand the ethnic market in the UK. They have a wealth of experience and deliver effective work to budget, which is always appreciated.” Paresh Patel, Commercial Director, KTC Edibles
Hot Marketing 204 London Road Leicester LE2 1NE T: 0116 270 4800 E: chloe@hotmarketing.co.uk E: melanie@hotmarketing.co.uk