Hot Marketing - Ethnic Marketing by HOT MARKETING

Ethnic Marketing

Who are Hot Marketing

Background

Independently-owned full service agency providing informed cost-effective, advertising, marketing, design, online and PR to a wide range of clients.

Our

Expertise Ethnic: M&S, HSBC, Tilda, Elephant Atta (Rank Hovis) BBC Network East, Ethnic Food Show, Walkers Wood, East End Foods, Startec Global Communications, Gerber, Lee Kum Kee, Hyperama, Tesco, Morrisons, Pizza Hut, Suncrest, Sea Isle, KTC, Talk Talk 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, Cereform, Monster Munch, Morrisons, Lion Beer (Sri Lanka), Huber (US), Suncrest, Sea Isle, KTC, AG Barr Services: HSBC, Startec Telecommunications Plc, Nordic Timber Council, Leicester City Council, Motorvogue, Clarifoil, Tesco Telecoms, Talk Talk Travel & Leisure: Milsom Hotels, Echo Beach Hotel, Calais, Elton Hall Retail: Early Learning Centre, Startrite Shoes, Betty Barclay, Triumph, Yellomiles, Airbox, Romika, ISF Paint, Marks & Spencer, Asda, Samuel Heath, Staples Exhibitions: BBC Haymarket , BBC Network East Live Mega Mela, Ethnic Food Exhibition

Sport: Progen, Ogio, Fazer, Overider

Our

Services n Ethnic marketing n Concepts, art direction and copywriting n Design and artwork n Print and POS n TV and radio n Press and outdoor n Online n Media planning and buying n PR n Promotions n Event management n Research

n Translations

Case Study:

Asda World Foods Initial brief to create a cohesive, cost-effective campaign to target the diverse range of shoppers attracted to Asdaâ&#x20AC;&#x2122;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.

Case Study:

Asda World Foods

Case Study:

Asda World Foods Nishaan Traditional Roti 350g

Shana Desserts all varieties 200g

Nishaan Plain Parathas 380g

Shana Aloo Palak, Bombay Aloo, Dum Aloo, Mutter Paneer, Paneer Tikka Masala 300g

1.15

each

FOR

£1

Regal Jellies and Custard all varieties 90g

59p

each

1.09

each

FOR

£1

1.50

FOR

1.50

2 FOR

East End Rasmalai Mix Standard and Pistachio 100g

74p - 89p

each

WIN WITH

Simply fill in your details below for a chance to win the following fabulous prize

WIN A £50 ASDA Shopping Voucher

Shana Frozen Vegetables 400g all varieties

TNT Super Finale 36 Shot Fireworks

98p

POSTCODE email: Send your entry to: Asda Competition, c/o Hot Marketing Ltd, 139 Queens Road, Leicester, LE2 3FL. Terms and Conditions: Only one entry will be accepted per person. The competition is open to UK resident only who are at least 18 years old. Overseas entries are not eligible. Entry to the competition and acceptance of the prize constitutes permission to use the winner’s name for promotional purposes without additional consultation. This competition is not open to employees of Asda and our competition partners or their direct family members. The prize winners will be selected at random by Asda. Prizes must be taken as stated and cannot be deferred and no cash alternative allowed. Only the winners will be contacted personally. No purchase necessary. Asda reserves the right to substitute similar prize rewards of equivalent value. Asda reserves the right to amend any or all terms and conditions due to unforeseen circumstances. Proof of sending is not proof of receipt. Asda’s decision is final in every situation, including any not covered above and no correspondence will be entered into. Entrants will be deemed to have accepted these rules and to agree to be bound by them. Completed entries must be posted to Hot Marketing Ltd, 139 Queens Rd, Leicester, LE2 3FL. The competition closing date is 15th December 2007 any entries received after this date will not be eligible.

KTC Canned Veg - Tomatoes Chopped, Tomatoes Peeled, Chick Peas, Red Kidney Beans 400g

each

In store fom 15th October

TNT 18” Gold Sparklers

98p

each

29p

FOR

each

In store fom 15th October

WIN WITH

Simply fill in your details below for a chance to win the following fabulous prize

Exclusive Ramadan Countdown Calendar

WIN A £50 ASDA Shopping Voucher NAME ADDRESS

NAME ADDRESS

FOR

1.50

KTC Canned Veg Rosecoco Beans, White Kidney Beans, Chopped Tomatoes, Peeled Tomatoes, Chick Peas, Red Kidney Beans, Chilli Beans, Blackeye Beans 400g

email:

29p

each

FOR POSTCODE

Send your entry to: Asda Competition, c/o Hot Marketing Ltd, 139 Queens Road, Leicester, LE2 3FL.

each

(15p goes to Islamic Relief)

£3.89

ROLLBACK £3 Rubicon Mango Juice 4x1L

Terms and Conditions: Only one entry will be accepted per person. The competition is open to UK resident only who are at least 18 years old. Overseas entries are not eligible. Entry to the competition and acceptance of the prize constitutes permission to use the winner’s name for promotional purposes without additional consultation. This competition is not open to employees of Asda and our competition partners or their direct family members. The prize winners will be selected at random by Asda. Prizes must be taken as stated and cannot be deferred and no cash alternative allowed. Only the winners will be contacted personally. No purchase necessary. Asda reserves the right to substitute similar prize rewards of equivalent value. Asda reserves the right to amend any or all terms and conditions due to unforeseen circumstances. Proof of sending is not proof of receipt. Asda’s decision is final in every situation, including any not covered above and no correspondence will be entered into. Entrants will be deemed to have accepted these rules and to agree to be bound by them. Completed entries must be posted to Hot Marketing Ltd, 139 Queens Rd, Leicester, LE2 3FL. The competition closing date is 15th November 2007 any entries received after this date will not be eligible.

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1.09

FOR

each

1.50

98p

FOR

Case Study:

Asda World Foods

Case Study:

Pizza Hut Pizza is one of the favourite dine out meals for the Indian community in the UK. Hot Marketing delivered a celebratory campaign centered around the festival of Diwali. Direct Mail, radio ads (in Gujarati, Hindi and Punjabi) and leafleting were included to help ensure Pizza Hut restaurants made the most of its Diwali offers. Hot Marketing also included a competition on the leaflet to help the food giant collect crucial data. “We had queues outside the door” “Design looked great and the use of colours also kept it very Pizza Hut it made customers take more notice and want to dine in” ”This offer sent our store manic”

“At least 75% of our customers were Indian”

Case Study:

Tilda

Tilda is an unusual company in that it targets a multitude of communities: Chinese, Afro-Caribbean, 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.

WIN ÂŁ500

Delicious Basmati rice in

Light up diwali

minutes

WITH OUR Legendary NEW YEAR Giveaway

Pick up these packs

into Tune Sound n Asia io on Rad 63 AM 9

1377&

SPECI

10kg

A choice of 15 healthy 2 minute Tilda Steamed Basmati recipes Available at all major supermarkets

Winning codes are on packs Visit www.tilda.com for details

special celebratory PRICE Tilda PURE basmati 10Kg hurry while stocks last

www.tilda.com

2_Min_Rice_A5_Poster.indd 1

WWW.TILDA.COM

25/10/10 10:53:39

SPECIAL CELEBRATORY PRICE Tilda PURE basmati 10Kg hurry while stocks last

CandR_LightUpDiwali_Ad.indd 1

2/9/11 09:43:55

SPECI

10kg

WWW.TILDA.COM 1253_Landscape_Ad_Celebrate.indd 1

27/10/11 12:35:37

Hot Marketing works through-the-line for Tilda on both mainstream and ethnic projects.

Case Study:

Tilda

Case Study:

KTC

Hot works through the line for KTC. Work includes trade and consumer press, PR, outdoor, cinema, TV, packaging, photography and new website.

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.

Case Study:

KTC

Case Study:

KTC

Case Study:

KTC

Case Study:

KTC

Case Study:

KTC

Hot Marketing came up with the Great Gold Giveaway to boost sales of KTC 2kg Butter Ghee.

GOLD RUSH GIVEAWAY

GREAT GOLD GIVEAWAY

The promotion gave away £10,000 worth of branded gold and was received by the South Asian population in the UK with great enthusiasm. Sales targets were smashed and the promotion saw sales of KTC 2kg Butter Ghee increase by 75%

ktc ghee it’s as good as gold www.ktcgoldrush.com

UNIQUE NUMBER

0 0 0 0 0 RRP £1,000 per bar. Price of purchase on 15/7/2015. Full terms & conditions apply. Terms and conditions see back of pack. For full terms and conditions see website www.ktcgreatgoldgiveaway.com

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18/08/2015 16:07

WIN £1000 WORTH OF GOLD 10 X £1000 worth of gold to win

www.ktcgreatgoldgiveaway.com 20/08/2015 10:54

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Case Study:

BBC Mega Mela BBC Haymarket Exhibitions is a London based market leading consumer exhibition company. BBC Mega Mela was the biggest Asian arts, entertainment and cultural event ever to be staged in the UK. Hot was responsible for launching the event to the South Asian populace in the UK. We produced an identity for the exhibition by putting zones in place and came up with a plethora of ideas to grab media attention.

Tactics: We made sure the show was interactive with features appealing to Pakistanis, Gujaratis, Punjabis and Bangladeshis i.e. sports, fashion, Bollywood, food, music, art, careers and health and beauty. We also introduced the first ever ASIA Awards, televised on BBC 2 and presented by Martin Bashir and Liza Aziz. Attracting 68,000 visitors to the NEC the exhibition gained a staggering ÂŁ7 million worth of coverage. Hot acted as media spokesperson for both TV and radio.

Case Study:

Morrisons

Hot conducted a campaign for Diwali to help Morrisons with its first foray into ethnic marketing. This included DM to named Hindu, Sikh and Jain households as wells as a radio campaign on Asian radio.

Case Study:

Lion Beer

Hot has been tasked with launching Sri n Lion is still brewedto in the Sri Lanka beer brand UK ger Protz “One of the 300Lanka’s beers to number one today just as it was 130 years ago y before you die” market whilst growing sales to the Sri Lankan audience n Research shows that people are

chael Jackson, The Beer Hunter “soft, sh and delicious”

increasingly interested in authentic

Activity to date: Produced a TV commercial food and drink for the Sri Lankan market on GTV; Introduced n Stout voted Beer of the Month n The is an iconic in Sri Lion atLion Imbibe Live,figure sampling www.beer-pages.com with a 5 to the On Trade Lankan mythology r rating 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.

The Pride of Sri Lanka

r_Final.indd 1-2

sales@world-beers.co.uk | 01279 600044 | www.lion-beer.co.uk Please drink responsibly | www.drinkaware.co.uk

Sri Lanka’s Number One Since 1881 6/12/12 10:57:38

Imported exclusively by

Case Study:

Lion Beer

Case Study:

Gerber Halal_Leaflet.pdf

2/3/06

10:04:33 pm

Radio, direct mail Hot Marketing was asked to help launch a Halal Baby Food to the UK’s Muslim market exclusively through Asda stores. Hot Marketing wrote and produced a 30 second radio commercial, aired on Sunrise London, Sunrise Bradford, Radio XL Birmingham, Sabras, Leicester Sound and Asian Sound in Manchester. In-conjunction with this a direct mail campaign was designed with support from the Halal Food Authority and distributed along with posters to Mosques and Muslim women’s groups.

7:37

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10:0

2/3/

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CMY

The campaign ensured Gerber smashed target sales figures by 36%.

Case Study:

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.

CARIBBEAN FOOD FROM THE HEART

Hot Marketing also has built Sea Isle a new website, a social media presence and has produced impactful advertising using the line Caribbean Food from the Heart.

CARIBBEAN FOOD FROM THE HEART

Spices, pulses, tinned goods, sauces and rice. Sold in all good quality independents. To find your nearest stockist call 0121 505 9223 or email info@ktc-edibles.co.uk

CARIBBEAN FOOD FROM THE HEART Spices, pulses, tinned goods, sauces and rice. Sold in all good quality independents. To find your nearest stockist call 0121 505 9223 or email info@ktc-edibles.co.uk

Sea Isle offers a full range of Caribbean food stuffs including spices, pulses, tinned goods, sauces and rice. Sold in all good quality independents. To find your nearest stockist call 0121 505 9223 or email info@ktc-edibles.co.uk

WIN AN IPAD

JUST LIKE US ON FACEBOOK FOR YOUR CHANCE TO WIN AN IPAD

SEA ISLE: CARIBBEAN FOOD FROM THE HEART

Spices, pulses, tinned goods, sauces and rice. Sold in all good quality independents. To find your nearest stockist call 0121 505 9223 or email info@ktc-edibles.co.uk 07/08/2015 12:11

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Case Study:

Elephant Atta Elephant Atta is the UK’s leading Chappati Flour.

Hot Marketing launched a health driven initiative “Your Health is your Wealth”. 6 x 1 hour radio programmes hosted by dietitian Azmina Govindji were produced on all the main South Asian Radio Stations: Sunrise London, Sunrise Bradford, Asian Sound, Manchester, Radio XL Birmingham and Sabras in Leicester. Each show would tackle different health issues from diabetes, heart disease to eating during pregnancy and listeners were allowed to call in with questions. When the shows ended a Roadshow was held in each town with keep fit classes, healthy food and one to one health advice with Azmina. This was a platform to launch the first ever South Asian newsletter for housewives, including celebrity interviews and competitions. This was immensely successful and achieved 80,000 members.

Case Study:

HSBC

Hot successfully devised a media campaign for Eid targeting the Muslim communities in the UK and a Diwali programme to reach the Hindu, Sikh and Jain populace. Hot Marketing achieved favourable buying rates and some excellent spots for both campaigns.

Case Study:

Ethnic Food Show Hot was asked to target ethnic caterers and retailers and attract mainstream food and drink restaurants and multiples that recognised the potential of ethnic food products to their business Hot acted as media spokesperson conducting radio interviews across ethnic and mainstream channels, as well as using targeted multilingual advertising, direct mail, partnerships with the Chinese Takeaway Association, the Bangladeshi Guild and partnerships with the ethnic business world such as Hyperama and other Cash and Carries who distributed visitor passes with invoices. Heavyweight advertising and PR campaigns also ran in the mainstream retail and catering press as well as at-show seminars, demonstrations, celebrity appearances and cultural events with an ethnic spin.

Hot attracted 13,000 visitors and gained ÂŁ13 million worth of PR coverage.

Case Study:

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.

Case Study:

Tusker Lager TUSKER A CALL TO BE WILD Tusker. You can even send a Tusker lager

of the brewery’s founder the maverick and

through cyberspace to friends on the social

charismatic George Hurst, who hailed from

networking site!

the UK and travelled to East Africa to start a brewing empire. Unfortunately, tragedy struck

Bring it on!!!! The excitement is building for the 2010 Football World Cup, which is being hosted for the first time in Africa. This represents a huge opportunity for Tusker; bars and pubs can offer a genuine imported African lager to help fans gain a sense of the African atmosphere whilst enjoying the football on display.

and George was mowed down in his prime in 1923 by a rogue elephant, which was the inspiration for the lager’s name and the iconic elephant logo. While other lager sales are falling genuine imports like Tusker are seeing a 16% rise in sales year on year and this trend is set to continue. Today, as in 1922, Tusker is still brewed using

Keep the tills ringing Licensees can keep their tills ringing by suggesting Tusker as the ideal accompaniment to an array of different cuisines. Why not try putting some African classics on the menu for the World Cup - perfect washed down with a Tusker or two. It is the ideal accompaniment

only the finest equatorial malted barley and the purest water from the Aberdare Mountains, which is said to be responsible for its unique clean crisp taste and purity of flavour. Tusker is 4.2% ABV making it highly sessionable and a fantastic accompaniment to world cuisine

Tusker, East Africa’s most loved lager, has

which is widely eaten in East Africa where

Tusker set to Stampede the UK Market

been going from strength to strength in

Tusker is brewed. The British have become a

Tusker has recently conducted extensive trade

the UK since hitting our shores in 2006,

nation with adventurous tastes always wanting

and consumer research to help the brand

winning a number of prestigious listings.

to try something new and Tusker certainly

develop with some innovative marketing

Its iconic image and sense of African

won’t disappoint.

campaigns for 2010, which will further

for aromatic and spicy dishes such as curry,

mystique seem to be hitting the spot with consumers in the UK.

enhance the brand’s credentials.

Reaping the rewards Undoubtedly, Tusker is hitting the UK market

Following on from the research Tusker has

Tusker has won Gold at the highly regarded

at precisely the right time, when people are

changed the labelling on all of its bottles. The

“Monde

Beer

tired of the generic beers and lagers that

new label still retains the iconic elephant in all

Awards on numerous occasions. Tusker is

have been bandied around for years. People’s

its retro splendour, but is now much cleaner

4.2% ABV with a clean crisp taste and is

thirst for genuine imports has been insatiable

and crisper in line with the taste of Tusker.

available in 355ml and 500ml bottles.

and they are looking for some history and

The new label is white, gold and black and

Out of Africa

provenance, something Tusker has in spades.

is oval in shape giving the brand greater

With a heritage dating back to 1922 even

visibility in the fridge and a new sense

its beginnings are steeped in intrigue and

of modernity without forgetting the lager’s

drama. Tusker lager is named in memory

provenance and heritage.

Selection”

International

“I had a dream of Africa” is Meryl Streep’s opening gambit in the Oscar winning film Out of Africa and it would seem the continent’s allure is just as appealing today. It would appear that by drinking Tusker people feel a sense of adventure and discovery; it was good enough for Ernest Hemingway - it is said that this genuine import was the legendary writer’s favourite beer.

Get Tusker Choose between 355ml or 500ml bottles. Tusker stockists include: Bestway Cash & Carry, Booker Cash and Carry, HB Clark, James Clay, Makro, Molson Coors Brewers, Nectar Imports, Pierhead Purchasing,

Its appeal is ageless, as newspaper images

Waverley TBS and many independent wholesalers.

showing the young Princes Harry and William

For further information on this new brand telephone:

hitting the town in Tusker T-shirts demonstrate.

01279 600044 or email sales@surfax.com

What is it about this iconic brand that has everyone scrambling for more? It has fan clubs on Facebook, which are dedicated to all things

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Case Study:

Suncrest Hot Marketing has given Suncrest a new, up-to-date image and produced a TV commercial on an exceedingly tight budget which is mirrored through press and outdoor. Summer with Suncrest

Summer with Suncrest

Find our tropical drinks in the world food aisle at Sainsbury’s, Tesco and Morrisons and at quality independent stores

www.suncrestdrinks.com

Find our tropical drinks in the world food aisle at Sainsbury’s, Tesco and Morrisons and at quality independent stores

www.suncrestdrinks.com

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Summer with Suncrest

Find our tropical drinks in the world food aisle at Sainsbury’s, Tesco and Morrisons and at quality independent stores

www.suncrestdrinks.com

Find our tropical drinks in the world food aisle at Sainsbury’s, Tesco and Morrisons and at quality independent stores

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Hot Marketing has also comissioned some inspirational drink photography, a social media presence as well as a new website.

Case Study:

Suncrest

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 “I have worked with Hot Marketing for a very long time. They really impress me with their knowledge and insight into the UK’s South Asian community and are great to work with.” Don Kotak, Managing Director, Sabras Radio “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

Contact

Hot Marketing 204 London Road Leicester LE2 1NE T: 0116 270 4800 E: chloe.malik@hotmarketing.co.uk

E: melanie@hotmarketing.co.uk