Fudge Kitchen Digital

Who Are We?

> Fudge Kitchen was born 30 years ago.

> In that time, we’ve made thousands of batches of hundreds of flavours of our original devilishly different fudge.

> Our expert fudge makers have been hard at work creating a host of other beautiful, delicious and devilishly different fudge products all ideally suited to the top end gift food market.

Our Product Range is split across 5 Complimentary Groups:

> Gourmet Butter Fudge

> Home Kit> Fudge Sauces

> Drinking Fudge

> Whipping Cream Fudge

What Do We Sell?

> Own Website

> Other Online

> UK & Overseas Distributors

> UK & Overseas

Retailers

> Own High Street Stores

Where Do We Sell?

> Food Service Cafe & Restaurants

> Travel Industry

> Corporate & Weddings

Fitting Digital into Bricks & Mortar

> Experience

> Involvement

> Community

> Conversation

Continuing The Conversation

Golden Ticket Promotion

Objective

Build a relationship withlocal customers.

Increase box sales

Objective

Increase Facebook fans

Golden Ticket Promotion

Promotion

When a customer purchases a 4 or 6 slice box in store they are invited to select a golden ticket...

Each ticket contained a unique code which they were invited to use on the individual store Facebook pages in order to enter a competition to win an in-store Fudge Making Experience.

On entry individuals email addresses’ were collected.

Golden Ticket Promotion

Aim• Increase awareness of core brand products• Target audience groups likely to become long term consumers with through the line promotion• Capture details of potential consumers for future campaigns• Reaffirm core brand message of luxury and fun• Develop an audience around the key message to progress from influenced to advocates• Increase social media engagement• Direct consumer drive to purchase

Golden Ticket Promotion

Follow Up• At competition end, send a follow-up email to:

> continue the conversation > call to action

Campaign Evaluation• Awareness Branded traffic search % Visitor increase

• Interest Competition participation Social Interactions (likes, shares) Email open rates & clicks

• Engagement Follow up email responses

• ROI Promotion cost vs sales

Local Store Personalities

Objective

Encourage each individual store to interact proactively with their local catchment

Objective

Open or continue conversations across all available channels

Utilising Digital & In-Store to Support Other Customers

> In- Store Sampling

> Twitter

> Facebook

> Fudge Community

Why is this important to us as a business?

OCTOBERNew / Highlight

Dipped Sticks x4 flavours

Mug Of Fudge?Chilli Fudge?4 – Nat. Poetry D.

- - - - - - -5 - World Teacher's

Day - - - - - - -

6-Mad Hatters D. - - - - - - -

14-20 – Chocolate Week

- - - - - - -15 - Cake Decorating

Day - - - - - - -

22 - National Nut Day

- - - - - - - -31 - Halloween

Target Promo (mailer)[1] NEW Dipped Sticks - Get them All! - 4 Dipped Stick Flavours for only £15[2] Spooky events near you! Spooky story telling and hot fudge drinks@ X – Book your ticketO

FF-

1

In-Stores

Fudge in my Kitchen LaunchBuy a Kit – get a 4 slice box Free O

FF-

1

HalloweenMug of Fudge with a free sliceO

FF-

2

Stash For ChristmasA Drinking Fudge box of any 6 flavours plus a FREE slice of FudgeO

FF-

3

Social Media

[1] New spooky fudge flavours, free pumpkin slice with any purchase[2] Halloween Spooktacular Savings 20% off in store this week onlyO

FF-

2

Face

book

50% off next day when you spend over £20W1 Choc Week: 20% off Choc

Indulgence Minis CHOCY13W3

[1] New Dipped Sticks: All 4 for £15: DIP0813[2] Halloween store event

W1NATIONAL Nut Day – Win a Nutty Surprise by finishing this sentence: “I love Fudge Kitchen because they__”

W3

New Dipped Sticks range

BLO

G

Halloween inspired recipes

Homepage Banner[1] – New Slab Flavs – Spooky Spice & Pumpkin Roly Poly

[2] – Devilishly Different Slab fudge banner

[3] – Celebrating 30 years

[4] – New product – Dipped Sticks

[5] – Featured Product - Mug of Fudge | [6] Chilli Drinking Fudge

6th Mad Hatter’s Day... Self explanatory

22nd – National Nut Day: Best use of nutty decor wins X wows

Celebrate National Nut day by sharing your nutty ideas.EV

ENTS

/ N

OTE

S

Story about fudge in my kitchen, advertise store offer

New Mug Of Fudge in Store now;Fabulous Christmas Gifts

Visit your local store, Buy a Kit get a 4 slice box FREEW2 [1] Fab Halloween Flavours

[2] New Mug Of FudgeW4

Photos from Mad Hatters Day –visit your store for in store fun

W2In Store, A Drinking Fudge box of any 6 flavours plus a FREE slice of Fudge

W4

W1

W1

W2

W2

Mon30thSun 13th

Mon 14thSun 27th

Mon 28thSun 10th

> Visibility

Through Digital Means We Are Able To Optimise...

> Satisfaction

> Loyalty

> Profitability

The Practicalities

> Digital is here to stay; join in or loose out

> It requires commitment in time more than money vs conventional marketing methods and materials

> The rules and playing fields for digital change constantly; keep in the loop or use external agencies to assist.

> It needs constant attention in our 24/7 world as conversations and news change by the minute

> It does require some expertise although anyone with an interest can engage

Thank you for listening