Mars Foodservice wanted to launch a national campaign in partnership with Tesco Ireland to promote two of their star brands – Dolmio and Uncle Ben’s – and increase sales.
The concept of a mini recipe booklet was put forward with the tagline “Around the world in 30 minutes”. The idea was to bring consumers on a journey around the world (from Mexico to Italy and China) through simple recipes that wouldn’t require more than 30 minutes of preparation, using some of Dolmio and Uncle Ben’s best seller products. A photoshoot was organised to shoot the five selected dishes and make them not only as appetising as possible but also consistent throughout the whole booklet. It was accompanied by a personalised letter with discount vouchers to be used in-store and mailed to customers who had previously bought products from that range.
The campaign was such a great success that Mars decided to launch it again with another Irish supermarket chain: Superquinn – now known as SuperValu. The artwork had then to be updated to fit their brand guidelines.