Rodda’s Cornish Clotted cream have fantastic awareness and brand loyalty in the South West, but to recognise the potential of such a strong, long established brand we had to increase its penetration outside of the South West.
We recommended a strategic partnership approach to stretch exposure nationally and to piggy-back brand values from a recognised organisation that already had a strong foothold with our specific target audience.
We developed a partnership with the Lawn Tennis Association, making Rodda’s the ‘official cream of British Tennis’. Our strategy included an on-pack promotion, ads in retailer magazines to promote the partnership and brand activity both before and during LTA events at Eastbourne, Queens, Birmingham and Nottingham in the lead up to Wimbledon.
The promotional activity included heavy brand presence at the event with a bespoke stand, sampling of strawberries and cream to drive footfall into the catering areas (where visitors could buy cream teas), ads in the programmes and on the big screens and awareness-driving activity with the LTA database both pre and post the events.
The campaign went live in May with positive results, both in terms of consumer feedback and in-store sales.
Cornish Clotted Cream has always been synonymous with tennis and this partnership further strengthens the association. Rodda’s is about sharing special moments with the ones you love, and what’s better than doing that whilst watching a quintessential British sporting past-time. We are extremely proud and excited to be an official supplier to the LTA.Nicholas Rodda, Rodda’s Managing Director