We’re Jammin: The WI and Stoves Real Jam Festival

The Brief

We’re Jammin The WI and Stoves Real Jam Festival

Our client Stoves works with the Women’s Institute and sponsors its Real Jam Festival, an amateur jam-making competition.  Our role was to drive competition entries and visitor numbers through national media coverage.  We did this by creating a unique news hook and developing an unusual iPhone app.

The campaign won a CIPR PRide Gold award for Best Event.  Judges said: “’Out of the box’ thinking meant that visitors and competition entries increased dramatically, engaging an audience that previously had no association with the WI organisation.”

Our Response

Out hook to generate media coverage was to create a jam-making theme around foraging for wild fruits. We recruited foraging expert, Chris Bax, to provide expert comment and we came up with the idea for an interactive iPhone app – the ‘Wild Jam Maker by Stoves’.

The free app was designed to provide information and imagery about popular fruits and berries which could be picked to make jam, as well as recipes and information about the WI and Stoves Real Jam Festival event.

We developed a multi-stranded PR campaign to promote the jam making competition which included a two-day ‘jamboree’ media event in central London to launch the Festival and the iPhone app to national media.Jam Jar app WI and Stoves Real Jam Festival 440

Results

We surpassed our overall media target by 250% and national target by 100% – the PR campaign generated over 50 pieces of press coverage including the Daily Telegraph (a double page spread), Beautiful Kitchens, Sainsbury’s Magazine, Wild Jam Maker app ITVFabulous Food, Your Home, Country Homes and Interiors, Waitrose Weekend, The Lady, Yorkshire Post, Oxford Mail and ITV Meridian as well as App Magazine and numerous app review websites and food bloggers. The Stoves brand was included in all coverage. Media reach was over 2.5 million.

Real Jam Festival entries totalled 867, an increase of 77% on the previous year and there were thousands of downloads of the Wild Jam Maker app, placing our client, Stoves, in the pockets of jam-making aficionados.

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