The highly cherished Carrs Pasties have proudly supplied Bolton and its surrounding areas with pasties since 1938. With a focus on quality ingredients and delicious tasting pasties, Carrs have built a loyal fanbase across the north-west, firmly establishing them as the go to food for quick snacks and tea-time favourites.
However, as popular as they have become locally, Carrs Pasties required a fresh approach to their trade business strategy and sign-up process to give them the assets and confidence to grow as a business beyond Bolton.
After a working session with the Carrs Pasties family, it became clear that they required an engaging trade and customer campaign to drive future sales and trade sign-ups.
Our solution was simple. To create an evoking campaign centred around the happy, warm, fuzzy feeling you get when eating a delicious Carrs Pasty.
It's about capturing that moment for the consumer who's just bought some freshly baked products, or had their order delivered to their door. It's also about that point in the day, as a trade partner, when the pasties are baking in the oven and there's a lovely, warm aroma drifting around the shop. This is the feel good 'glow' you associate with Carrs Pasties.
This became the focus of our campaign and led to the new brand strapline...Life Just Got Better.
Our aim was to replicate the Carrs Pasties warm glow through engaging copy and striking imagery to create a campaign that ran from the first customer touch point, to the last bite of that tasty pasty.
Absolute art directed an impactful portrait photography shoot to help bring the campaign to life, putting people and their emotions at the forefront of the communications. This photography ran in a concurrent print and digital video campaign targeted towards attaining new trade and consumer customers.
As part of the trade sign-up process, we devised a clear strategy supported by clean, contemporary print collateral to clearly communicate the benefits of becoming a partner. This was supported by a trade sign-up website and consumer door drop to drive footfall to the trade partner stores.