HERON FOODS

Tactical Radio Advertising

WHO

Heron Foods is a fast-growing food and grocery retailer with around 250 stores across the UK. Their rise from being a predominantly frozen goods retailer, to offering a wide range of fresh and ambient foods and groceries from leading brands is down to their unique buying and distribution process. Their ability to offer ever-changing ‘Best Buy Now’ branded products at significantly reduced prices also gives their customers compelling reasons to keep coming back for more.

WHAT

Over the last few years we have produced a number of short run ‘tactical’ radio commercials to highlight various aspects of the stores – but never quoting brands or prices due to the ever-changing stock availability and competitor set. With the latest campaign, this has all changed. Heron Foods is now boasting new product lines, and are also promoting ‘Best Buy Now’ lines that can change on a weekly basis.

WHY

We wanted to launch the new-look Heron Foods into the radio marketplace with a warm, very catchy, positive and inviting suite of commercials that listeners could relate to immediately, but could also carry some fairly aggressive offers in a friendly and relatable way. We licensed and re-recorded Kool & The Gang’s ‘Get Down On It’ – an instantly recognisable hit with every demographic – and invited people to ‘Get down’ to Heron to ‘start saving today’. This, combined with a bold and engaging Yorkshire voice to echo the company’s origins, has given the client instantly recognisable commercials, and a great vehicle for all their offers from a media perspective, Heron Foods is testing this new approach across the Tyne Tees footprint – with a view to engaging a wider audience once the footfall and ROI has been analysed.

‘The guys at Get Carter Productions immediately understood what we were trying to achieve. We work in a fast-changing business, and to have ideas which reflect that and excite the whole team makes a huge difference – it’s brilliant’

Charlotte Collinson

Marketing Coordinator