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Communicate Marketing, NorwichRoys Local Food Case Study



Roys Local Food CampaignLeading East Anglian retailer Roys of Wroxham has long been well known as a provider of quality products at everyday low prices. It was less well known that their Wroxham and Bowthorpe food and drink departments stock 1,000 products from over 100 local producers, many with NR postcodes.


Communicate Marketing was asked to help produce a marketing strategy and campaign to raise awareness of Roys passion for supporting local food and drink producers, the variety of products they stock, their ethos and the benefits of eating locally – all to drive sales instore. Marketing was to be heavily focused around food fayres in late May and early December where over 20 local and regional producers attend over 5 days offering free product tastings, plus ongoing awareness to customers and other key target audiences.


•  Marketing has successfully helped raise awareness of local products instore and benefitted sales. Sales of Norfolk strawberries, grown in Tunstead, near Wroxham increased by 15%. Sales from January to the end of the season of 15kg bags of potatoes, at £3, increased by 400%.

•  The Wroxham food fayres have proved extremely successful with large queues of people at the cash tills and suppliers selling out of stock on display.

•  Free media coverage in press, magazines and radio was generated, worth several thousand pounds in equivalent advertising space.

•  Local supplier businesses have benefitted from free media coverage in association with Roys.

The Campaign

Newsletters produced with latest news, details of the suppliers attending, articles on Roys local ‘food hero’ suppliers. To promote spring and Christmas food fayres, distributed to local households and instore.

Editorial in local community magazines, magazines and the Eastern Daily Press (detailing the benefits of eating locally).

Advertising in the EDP, community publications, radio and TV with local, seasonal food deals.
Instore and roadside signage to promote the food fayres, latest offers and highlight local food heroes.

Royal Norfolk Show stand in Food Hall with sales of local strawberries and ice cream, producers on hand to meet members of the public, supply of Norfolk meat and poultry for recipes to the cookery theatre, demonstrations from Roys expert butcher and product sampling.

Fairhaven Case Study

Communicate Marketing in NorwichCommunicate Marketing offer an excellent all round marketing service. They offer great value for money and we have an excellent relationship; we can rely on them to get the job done easily, efficiently, effectively, on time and to budget. Their vast experience of different types of media enables them to offer a comprehensive service and their design skills have facilitated a cost-effective rebrand of the company. They’ve been important contributors to our business’s continued success.

Paul Roy, Buying and Marketing Director, Roys


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